Kroger drops Red Bull from shelves as CEO pushes low‑price agenda
Kroger removed Red Bull energy drinks from its supermarkets nationwide at the end of August, according to The Cincinnati Enquirer. As of Friday morning, Kroger’s banner sites showed an out‑of‑stock notice promising affordable prices, while its Harris Teeter banner still listed the drink for sale.
Kroger’s website notice told shoppers the drink was unavailable while the retailer works with suppliers to hold down prices. The notice appeared on Kroger’s banner sites after searches for Red Bull returned the out‑of‑stock message. Foran’s pricing approach stems from his years leading Walmart U.S., where the company cultivated a reputation for relentless cost‑cutting. Since becoming Kroger’s chief executive earlier this year, he has repeatedly said holding down prices is a top priority for the chain. On the most recent earnings call, Foran told analysts that Kroger intends to set a high bar for vendors seeking to raise prices. A Kroger spokesperson declined to comment to Grocery Dive on the Red Bull removal. Harris Teeter, another Kroger banner, continued to list Red Bull for sale online despite the removal elsewhere.
Foran spent years as a top executive at Walmart, where the company’s reputation for relentless cost‑cutting shaped his approach to pricing. When he became Kroger’s chief executive earlier this year, he immediately declared that holding down prices would be a top priority and reiterated that stance on the most recent earnings call, saying Kroger intends to set a high bar for vendors seeking to raise prices.
What we know
Kroger removed Red Bull products from its supermarkets across the country at the end of August.
As of Friday morning, Kroger’s banner websites displayed a message stating Red Bull is currently out of stock while the retailer works with suppliers to keep prices affordable.
Kroger‑owned Harris Teeter continued to offer Red Bull products on its website.
Greg Foran became head of Walmart U.S. in 2014.
Greg Foran took over as CEO of Kroger earlier this year.