Once known derisively as "generics" or "knock offs," private label products today offer quality and branding that rivals aisle stalwarts — and in some cases, supersedes them.

Kroger is challenging traditional brands with a growing lineup of private labels, including the $2 billion Simple Truth natural and organic line. Food Dive got a chance to talk with Gil Phipps, Kroger’s vice president of "Our Brands," to hear how the company is offering not just compelling alternatives, but products its customers have never seen before.

We hope you enjoy this month’s stories about private label.

1. Hitting refresh: Grocers update their store brands to stay top-of-mind with shoppers

   As competition grows, retailers are looking at the ingredients found in many of their private label products while moving into new categories within the space. Read More »

2. Not just knock-offs, but 'knockouts': Inside Kroger's private label push

   As store brands become a battleground for retailers, the grocer is leaning on its scale and advanced data science to develop products its customers haven't seen before. Read More »

3. Report: Private label sales grew 10% last year at mass retailers

   Sales in the channel reached $305 billion last year, and are threatening to overtake supermarket sales, Nielsen research found. Read More »

4. National brands may lose out as private label products grow

   With the rise of discounters such as Aldi and Lidl that stock their shelves with their own named items, large manufacturers may see their market share slip. Read More »

5. Report: Private brands entering a 'renaissance period'

   According to Daymon, 81% of consumers buy private brands on all or most of their shopping trips. Read More »

6. Report: Private label market share will jump nearly 10% over the next decade

   A new report suggests dollar share could approach 26% by 2027, up from a current 18%, driven by retailers' drive to differentiate their products and deliver the value and quality consumers seek. Read More »