Starting this week, rainbow cookie lovers will have more places to pick up a tub of those brightly colored cookies Ukrop’s has been making for decades.
And ditto for dozens of other prepared foods such as the chicken cobbler and the seafood salad made by Henrico County-based Ukrop’s Homestyle Foods.
The homegrown company, no longer tied to an exclusivity agreement that limited its Ukrop’s-labeled foods to being sold at Martin’s Food Markets, will begin this week rolling out many of its signature prepared food and bakery products to 18 area Kroger stores.
“This is transformational … from a brand point of view,” Robert S. “Bobby” Ukrop, president and CEO of Ukrop’s Homestyle Foods, said recently at the company’s Henrico headquarters.
“We’ve spent a lot of time with a certain amount of restrictions. Now, we have the opportunity to move around,” Ukrop said.
The rollout will be gradual — not all stores will have items right away. Kroger stores are updating fixtures and signage but, by Feb. 15, Kroger customers can expect to find a wide assortment of Ukrop’s label items on store shelves and in deli and chef’s cases.