CINCINNATI — The Kroger Co. is launching Smart Way, a new, opening price point private label.

The product line includes canned vegetables, bread, juices and other staples for consumers focused on affordability.

“As our customers face an ongoing inflationary environment, we know they are looking to stretch their dollars further than ever before,” said Stuart Aitken, senior vice president and chief merchant and marketing officer at Kroger. “By adding a simplified opening price point brand strategy to Our Brands portfolio, we will further cater to every customer, every time.”

Smart Way merges 16 legacy Kroger brands and brings over 150 products under one label to create a more easily identifiable line of opening price point items.

The label joins names like Kroger Brand, Simple Truth, Private Selection, Home Chef and Heritage Farm as the latest addition to the company’s Our Brands portfolio.