Kroger has reportedly removed Red Bull from shelves across its US stores, as the supermarket giant steps up its focus on lower prices amid intensifying competition in the grocery market.
The energy drink was pulled from Kroger stores in late last month. Searches for Red Bull on Kroger’s website now show the product as out of stock, with a notice stating that the retailer is working with its supplier.
Red Bull has not publicly commented on the move.
The development comes as Kroger sharpens its focus on price as a key competitive lever. During a conference call on September 11, CEO Greg Foran said lower prices would be one of the retailer’s core strategies as inflationary pressures are expected to mount.
Foran said Kroger was taking a measured approach to pricing to ensure savings achieved through cost reductions are not eroded by price increases.
Foran, who became CEO in February, previously led Walmart US, serving as president and CEO until 2019. He also served as CEO of Air New Zealand.
