10 Kroger Dupes That Are Better Than the Original

Americans have long associated generic brands with lesser quality, but thanks to a commitment to quality and aesthetic branding, this is changing! While Trader Joe’s might be the most notable store to make store brands cool, it’s not the only chain you should take pleasure in buying store brands at! One of my favorites is Kroger, the Cincinnati-based national grocery store that’s risen to become the country’s largest supermarket operator by revenue. 

Related: 8 Target Dupes That Are Better Than the Original

Depending on where you live, your Kroger store may be called Ralphs, Fred Meyer, King Soopers, Food 4 Less, Mariano’s, Harris Teeter, Dillons, Fry’s, Pick ‘n Save, Smith’s and more. And on the shelves of those stores are some extraordinary products that prove that so-called generic store brands may not be so generic after all. Here are our picks for Kroger-brand dupes that are arguably better than the major-brand “originals.” 

1. Reduced-Fat Milk

If you think basic conventional dairy milk is just milk, you couldn’t be more wrong. Sure, it tastes exactly like any other milk, but Kroger guarantees that it’ll stay fresh for 10 days from the day you buy it. And from personal experience, they’ve been true to their word. I’ve had similarly priced milk from low-cost grocers go sour days before the date printed on the jug, while Kroger’s milk regularly stays fresh and creamy for my morning coffee for over a week past the sell-by date.

2. Natural Sour Cream

Staying in the dairy department, the Kroger brand natural sour cream is another item that shoppers go out of their way to buy. Tangy, rich and full-bodied, it’s extra creamy and more robust than some of their better-known competitors—and for typically a dollar less. The purple label is what you want to look for—the other colors have a lower fat content that lightens it up and makes it comparable instead of superior. 

3. Private Selection Sliced Wide Pan Bread

In the packaged bread department, their wide selection of wide pan breads offers whole- and multi-grain versions, as well as unique varieties. For example, I’m obsessed with the dark seeded rye and light Jewish-style rye breads spread with good butter or used for a pastrami and mustard sandwich. And for those watching their sugar, the sugar-free whole-wheat is surprisingly satisfying. Personally, though, I default to the richer textures of the 12-grain, multigrain, 7-grain and flax breads. These actually have a better moisture level and elasticity than the ones made with refined and smooth flours. Best of all, they’re usually on sale for about $3 a loaf, and if you add your address to your Kroger account, you will often get coupons in the mail for further savings.

4. Private Selection French Baguette

Big-box supermarket bakeries can be hit or miss. Kroger’s croissants have legions of fans and their elevated cinnamon rolls are terribly tempting, but the one item from their bakery I’ve fallen in love with is the Private Selection Baguette. Their fresh store-baked baguettes in the brown paper sleeves are chewy, delectable, ever-so-slightly salty and also tinged with butter in a way that brings Southern biscuits to mind. Not exactly authentic, sure, but unquestionably delicious.

5. Tater Bites

If there’s one thing we can get most of humanity to agree on, it's that potatoes are fantastic in any of their versatile forms. Kroger's Tater Bites are by far the best iteration of this type of tater I’ve ever experienced. They cook up delightfully crisp and golden whether you pop them in a toaster oven or air-fry them—all without being greasy. The insides are beautiful: silky but firm tiny flakes of shredded potato. But the best part is the seasoning. Kroger puts a healthy amount of dehydrated onion in the potato mixture, which gives each bite extra oomph. 

6. Minced Breaded Onion Rings

These onion rings are made with minced onions (rather than whole onions) and breadcrumbs. That can be hard to find these days as many makers go the whole-ring, beer-battered gastropub route. I prefer minced onions for three reasons: more graceful eating, maximum onion flavor and they give school or fast-food onion ring vibes. In terms of taste, these offer a sharper flavor and extra bite. 

7. Frozen Beer-Battered Shrimp

A pet peeve of mine when it comes to frozen, breaded foods is when they are made with too much breading. With Kroger’s beer-battered shrimp, I can count on never feeling that way again, which is more than can be said of many national brands. An ideal proportion of light and airy batter encases fairly large, completely shelled, tailless shrimp, providing a satisfying crunch without ever being soggy. These shrimp come out moist, sweet and meaty in the air fryer, and I appreciate that the double-bagged packaging protects them from freezer burn. I love to eat these shrimp with one of the chopped salad kits I live off of. 

8. Private Selection Frozen Pizza 

We’ve come a really long way from pizza squares and cardboard-like discs when it comes to freezer-aisle pizza, and Kroger’s Private Selection line has boldly taken on unique, gourmet and artisan flavors that even national restaurant chains may have a hard time competing with. Their thin, stone-fired crusts bake up crisp and crackling but offer just enough satisfying chew. Plus, the toppings are top-notch. Think ingredients like buffalo mozzarella, marinated vegetables, truffle oil-laced grilled mushrooms, French goat cheese and more. My No. 1 pick from this collection is the hot honey and feta, which also has pepperoni, but if your taste veers to something more classic, they offer plenty of cheese-and-tomato combos. 

9. Simple Truth Organic Reduced Sugar & Sodium Tomato Ketchup

Like most American kids of my generation, I grew up with classic, iconic Heinz ketchup. But as an adult, I’ve been forced to consider my sugar and sodium intake. I was happy to see the brand branch out into variations like organic and no-sugar-added, but Kroger’s Simple Truth brand nails all of the criteria for less: less salt, less sugar, less money. It stays truer to that compared to fancy gourmet brands that cost considerably more, but has a slightly more pronounced real tomato paste taste, which is extra points in my book. 

10. Classic Potato Chips

Regular thin-cut potato crisps may seem simple and similar on the surface, but any salty snacks-lover can attest that minute differences actually make major ones. This bag is full of thin shards, with a great salt-to-oil ratio, making them less heavy and more satisfying. While their other flavors don’t pass the same kind of muster (I find sour cream and onion to be particularly disappointing), the simply salted ones in the yellow bag are a home run for any party or snack time—and they’re about half the price of their competitors.