New Item Setup for private brand labeled suppliers

Introduce new items, accelerate updates, and manage PDP content at Kroger from one easy place.

Kroger Our Brands Suppliers and Partners

Hello!

Kroger Own Brands is excited to announce the move to an improved platform for New Item Setup (NIS). Syndigo will be replacing Vendor Item Portal (VIP) as Kroger Own Brand’s platform for new item setup. It will provide streamlined collaboration between the content you are responsible for versus the PL Marketing team (your Kroger Our Brands partner), making the requirements from you clearer and with far fewer attributes overall.

If you are an existing Kroger Our Brands supplier transitioning from Vendor Item Portal to Syndigo, please complete this form. You will be contacted by Syndigo’s onboarding team for Syndigo account setup and training.

If you are a new Kroger Our Brands supplier, please complete this form to get started with Syndigo.

We appreciate your support in delivering great products to our Kroger shoppers!

Complete the form to get started with Kroger Our Brands and Syndigo

Frequently Asked Questions

I’m an existing Kroger Our Brands supplier. When do I need to be transitioned off VIP and onto Syndigo and how do I transition?

VIP will no longer be available for new item setup or updates as of March 1, 2026. Complete this form to transition to Syndigo. You will be contacted by Syndigo onboarding for Syndigo account setup and training.

Can I use Syndigo for my national brand item setup with Kroger?

Yes, you can use Syndigo for both your Kroger and national brand items with Kroger.

What if I’m already using Syndigo for my national brands sold through Kroger?

There are many brands that have been using Syndigo Kroger Item API since 2022. To also use Syndigo for your Kroger Our Brand items, you simply need to attend the Kroger Our Brands training and have your existing Syndigo account enabled for Kroger Labeled Products (KLP) new item setup. Complete the form here and Syndigo will assist you.

I use GDSN, can I leverage it with Syndigo?

Yes, if you are engaged in GDSN you can leverage that investment with the Syndigo Kroger Item API. Fill out the form here and Syndigo’s onboarding team will assist training and configuring your account for GDSN integration.

Who can I contact at Kroger with questions regarding Kroger Our Brands transition from VIP to Syndigo?

Please reach out to the following Kroger individuals in your respective category. They are happy to assist:

Grocery/Bakery -Ashley Saab: Ashley.Saab@kroger.com
HBC- Amanda Stephens: Amanda.Stephens@kroger.com
Meat/Deli/Produce – Zach Abbatiello: Zach.Abbatiello@kroger.com
Merchandising Director – Kelly Barnes: Kelly.Barnes@kroger.com

Syndigo recently acquired 1WorldSync. Do I need to move to the Syndigo platform, or can I move to 1WorldSync Item Management?

Kroger Labeled Products must be set up via the Syndigo platform, not Item Management. You can, however, use either the Syndigo Platform or Item Management for your national brand items.