Private Selection FAQ

Click on any question below to see our answer. If you can’t find what you’re looking for here, you can contact us.


Who develops your Private Selection products?

Our products usually originate from our dedicated Private Selection team of food enthusiasts, or from one of our legion of passionate Associates. Sometimes, a supplier or partner steps forward with an excellent idea that becomes a Private Selection product. Even our loyal Customers provide suggestions that help us develop new ideas. If you have an idea for us, let us know.

Why do Private Selection products cost more than Kroger® Brand products? 

Because providing gourmet foods is the guiding principle in developing Private Selection products, we use only the highest-quality ingredients and preparation methods, which might add a premium that a Kroger-Brand product does not have. The majority of our Private Selection products are priced slightly higher than our Kroger-Brand products, but well lower than the leading national premium brands. We work hard to ensure you get a fair price for an extraordinary product.  

Where can I buy Private Selection products?

Private Selection products are available exclusively at the Kroger Co. Family of Grocery Stores. You can find your local store, view your weekly ad and download coupons by visiting your local store site.

How many Private Selection products do you have?

There are more than 900 Private Selection products exclusively found in the Kroger Co. Family of Grocery Stores. 

Why did you get rid of Private Selection Organic?

Our Customers told us that they found three separate natural/organic brands (Naturally Preferred, Naturally Preferred Organic and Private Selection Organic) confusing. They said they wanted a simpler way to shop for natural and organic products in our stores. We now have all of our organic items under the Simple Truth™ brand.

Did you change anything about the Private Selection Organic products that are now Simple Truth?

No. The products you loved as Private Selection Organic are still the same. We just changed the packaging so they are easier for you to find on the shelf.

What do I do if there is a problem with a product (e.g., finding something foreign)?

Retain the foreign object and all parts of the packaging and product. Return the product to your local Kroger Co. Family Store for a full refund or exchange. Notify the Customer Service desk of the issue and provide them your name and contact information. They will contact us so we can perform a thorough investigation. If you prefer, contact us here and include the product name, bar code, a brief description of the issue and a printed date or expiration code. We will be in contact and will follow up with the results of our inquiry. 

What if I am allergic to something in the natural flavors or spices? 

When any of the regulated allergens (milk, eggs, fish, crustacean shellfish, peanuts, tree nuts, wheat or soy) are included in the natural flavors or spices, they will be labeled according to The Food Allergen Labeling and Consumer Protection Act.

Can I order Private Selection products online? 

No. Unfortunately, we do not have an online store at this time.

How can I contact someone from the Kroger Co. Family of Stores regarding a question about a product or service?

You can contact us online or call 866-221-4141.

How can I find out if a Private Selection product has been recalled?

You can learn more about recalls at the Kroger Co. Family of Stores by visiting the Recall Alerts page on our site, or by calling 866-221-4141.

I can't find my favorite Private Selection product at my store. How can I find it?

Due to space limitations, not all stores are able to carry all products.  Contact us if you can’t find your favorite Private Selection product.

Why don’t you carry my favorite Private Selection product any longer?

Usually when a product is no longer available, it was not appealing to enough of our Customers. Even though you might have liked the item, there probably weren’t enough others who liked it as well. But, sometimes the timing and/or situation just wasn’t right, and we’ll re-launch the item in the future with improvements. 

Can I submit an idea for a new Private Selection product?

Yes! We love hearing great ideas from our Customers. You can submit an idea here.