$Kroger(KR)$said US grocery shoppers are "aggressively" turning to cheaper store brands as theywrestle with the highest inflation in four decades.
The company said their same store sales of Kroger-branded products rose 6.3% in the first quarter, faster than the overall sales growth.
Customers who are facing higher prices everywhere from the gas pump to the checkout line "are actively looking for ways to save".
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