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Kmart Expands Private Label Product Portfolio

Kmart, a wholly owned subsidiary of Sears Holdings Corporation, adds 32 new products to its assortment of private label beverages under the American Fare brand name. The new American Fare products include vitamin water, bottled green iced tea, Free Fall and Loop energy drinks, and Fruit FX (fruit- flavored water), and a 10-pack of juice pouches with 100 percent of the recommended daily value of vitamin C. "From energy drinks, flavored water, vitamin water and teas popular with teens and young adults, to real juice pouches and mini-bottles of fluoridated water for the entire family, there's a full range of new American Fare beverages," says Tom O'Boyle, vice president and general merchandise manager, food & consumables for Sears Holdings. "We're thrilled to offer our customers these premium quality products at a low Kmart price." The new products join the existing line of American Fare beverages, which includes a wide variety of flavored sparkling waters and various drinking and spring water products. "It's all about providing choice and value to our customers," says O'Boyle. "We believe Kmart's American Fare is now the most complete line of moderately priced, private label beverage products in the county."

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