SEYMOUR, IN - Kroger is investing in its Ruler Foods brand, expanding the number of locations as well as giving the stores a revamped, produce-focused look. Ruler Foods, a discount format, has just opened two additional locations in Illinois, making 50 total number of locations for the banner across the U.S.

“We have high hopes for it and we’re pleased with the results so far,” Keith Dailey, Senior Director, Corporate Affairs at Kroger told the Cincinnati Business Journal. “The value shopper is a growing customer segment, one we think is here to stay. This concept store is helping us learn how to be relevant to value shoppers and create deep and lasting loyalty.”

The produce department has been moved front and center as well as expanded in the newly revamped Ruler stores, according to the Herald-Leader, and prices for fruits and veg have also been lowered. The source likens the remodel to those done by Aldi earlier in the year. As we reported in July of this year, Kroger tapped Aldi veteran Liz Ferneding as Ruler Division President, citing Ferneding’s talent and insights for value-centric and small-format stores.

The stores, which feature a new logo for the Ruler brand, are about 20,000-square-feet, about one-fifth the size of Kroger Marketplace stores. The Ruler division is headquartered in Seymour, Indiana, with now 50 stores operating in Illinois, Indiana, Kentucky, Missouri, Ohio and Tennessee.

Kroger