US supermarket operator Kroger has launched its own brand of premium quality natural and organic products.

The Naturally Preferred brand is made up of 140 items including baby food, pastas, cereal, snacks, milk and soy items.

Executive vice president Don McGeorge said: “Our Naturally Preferred brand creates value for our customers by offering a wide variety of high-quality natural and organic products that are an affordable alternative to more expensive national brands.”