Kroger makes key private label move

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Kroger makes key private label move

By Louisa Hallett - 08/08/2018
The company announced the appointment of Gil Phipps, currently Vice President of Our Brands, to Vice President of Branding, Marketing and Our Brands, effective Aug. 15.

Kroger has made a key appointment as it focuses on its private label brand growth.

The company announced the appointment of Gil Phipps, currently Vice President of Our Brands, to Vice President of Branding, Marketing and Our Brands, effective Aug. 15.

Phipps joined the company in 2012 and is described by the company as having led the transformation of Our Brands by evolving existing brands and introducing new brands that resonate with customers. He is also accredited by the company for increasing customer loyalty and driven record sales growth for Our Brands.

Kroger Brands include Private Selection, Simple Truth, Simple Truth Organic and HemisFares.

"Our Brands sold a record-setting 8.2 billion units in 2016, which equates to customers choosing to add 1.25 million of our exclusive products to their shopping carts every hour that our stores are open," said Phipps. "Through innovation, we are committed to introducing new items monthly that give our customers a wide selection of choices and price points, and always guaranteed quality."

Phipps started his grocery career in 1987 as a Store Director for Fresh Plus Grocery in Austin, Texas. Following the role, he became Brand Manager for Guiltless Gourmet before moving into brand marketing positions at both Michael Angelo's Gourmet Foods and Hormel Foods. In 2001, Gil joined H-E-B as a brand manager before earning a series of promotions that placed him as the leader of H-E-B's store brands program.

"We are fundamentally changing how we market to and engage with our customers, and Gil is the perfect talent—a personality full of creativity, imagination and fun who loves food and new meal experiences—to lead the way," said Stuart Aitken, Kroger's Group Vice President and Chief Executive Officer of 84.51°. "Kroger's new marketing approach is more engaging, cross-functional, data-driven, and customer-led in support of Restock Kroger. As we redefine the customer experience, we are using compelling marketing communications to create uplifting connections with our shoppers that earn even more of their sales, trust and loyalty."

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