Firma Holdings Corp. (FRMA)

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Hemisfares brand to launch next week?

09/14/2015
Kroger to Launch Specialty Line

The Kroger Co. will launch a new private label product line called HemisFares, which consists of international foods imported directly to Kroger stores, CEO Rodney McMullen said in a Q2 earnings call.

The line is an attempt to appeal to Millennials and foodies who are looking for unique products.

The line will be available in almost all Kroger stores, but McMullen noted some of the product availability will be limited because production can't be easily increased if there is a high demand for a specific product.

Some of the possible types of products are pasta, olive oil and balsamic vinaigrette.

The brand will be launched at the end of September.