Battle of the brands: Kroger — the nation’s largest grocer — is suing a rival with just 10 U.S. stores

Kroger, the country’s largest supermarket chains, is suing European grocery giant Lidl, alleging that its “Preferred Selection” in-house brand is too similar to Kroger’s “Private Selection” label. The lawsuit, filed June 30, comes as U.S. supermarkets brace for increased competition from German discount chains Aldi and Lidl, and shows just how important private-label brands, which were once considered lower-quality generic products, have become to the bottom lines of supermarkets. In the filing,...

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