Full Breakdown
Kroger Discontinues Red Bull and Boar’s Head Products Nationwide
By Drooid · · How we work
Background and Strategic Shift Under New CEO
Greg Foran, a former Walmart executive who assumed the chief-executive role at Kroger earlier this year, has pledged to curb supplier price increases and lower overall grocery prices. In a conference call in early September, Foran said the retailer would not tolerate vendors “using inflation” to raise prices and warned that Kroger would increase reliance on its own private-label brands if acceptable vendor pricing could not be secured. The company’s private-label line, Smart Way, generated about $39 billion in sales last year—roughly a quarter of Kroger’s total revenue of $148 billion—and the chain plans to expand the assortment from roughly 130 items to 1,000 items.
Timeline of Product Removal
- August 31 (occurred): The final Red Bull cans were sold and the brand’s coolers and displays were removed from all Kroger stores and fuel centers nationwide.
- Early September: Kroger confirmed the complete discontinuation of Red Bull across its network.
- Early September: Three high-volume Kroger stores in the Cincinnati area reported that Boar’s Head deli-meat products were out of stock.
Scale of Kroger and Financial Context
Kroger operates more than 2,700 stores in 35 states and the District of Columbia, making it the United States’ largest supermarket chain. The retailer announced a plan to close 60 locations by the end of 2026; about 40 stores had already been shuttered by mid-September. Despite the closures, Kroger continues to carry a range of competitor energy drinks, including Monster, Alani Nu, Bloom, Rockstar and NOS.
Official Statements and Responses
- Kroger: The company declined to comment on the reasons for pulling Red Bull or the Boar’s Head stock shortages.
- Boar’s Head: The manufacturer said its products remain available at several Kroger locations and at other regional grocers such as Publix, Jungle Jim’s, IGA, Fresh Thyme and Dorothy Lane.
- Red Bull: The Austria-based beverage company did not provide a comment when approached for comment.
Potential Implications for Consumers and Suppliers
The removal of Red Bull and the limited availability of Boar’s Head products illustrate Kroger’s broader effort to pressure suppliers on pricing. By expanding the Smart Way private-label portfolio, the chain aims to offer lower-priced alternatives, which could shift market share away from national brands. For consumers, the change means reduced shelf space for certain premium items while maintaining access to other energy-drink options. Suppliers may face tighter negotiations as Kroger signals willingness to replace branded goods with its own labels when price terms are unfavorable.
What’s Next
Kroger’s announced strategy includes scaling the Smart Way line to roughly 1,000 SKUs, a move intended to broaden low-price choices for shoppers. The retailer also plans to continue its store-closure program through the end of 2026, targeting underperforming locations while focusing resources on remaining stores and its expanding private-label offerings.
