Kroger has a generic branded version of pretty much everything in their store. How do they make all of it? There are different recipes, molds, and entirely different production processes for most of this stuff. Do they buy each product off of someone else and put on their own packaging, or do they really make it all themselves? (And if so, where are all these factories?)
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Another note is large stores like kroger often have their very own manufacturing and this process also works in reverse- some brand name stuff is secretly Kroger made product in their own manufacturing plants, so in those cases the generic is often the exact same thing. They win on both vertical and horizontal segmentation and get to reap larger margins on those brands they produce
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