Kroger, one of the top supermarket chains in the US, has launched a range of 300 premium products in all its stores. The launch of Private Selection has been accompanied by a new TV and marketing campaign that uses the strapline: "Everything premium but the price". Kroger said the national rollout was one of the largest brand launches in its 117 year history. And it promised more Private Selection products would follow. Vice president Don McGeorge said all products must pass a "rigorous taste and perfornance evaluation" before they could get the Private Selection badge. "Private Selection creates value for our customers by offering a wide variety of quality products that are an affordable alternative to the leading premium national brands." The new range will complement existing Kroger own label products including its For Maximum Value range, designed to lure shoppers from Wal-Mart. {{NEWS }}