Kmart to Introduce 32 New Private Label Beverage Products

Kmart today announced the addition of 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% 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," said 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," said O'Boyle. "We believe Kmart's American Fare is now the most complete line of moderately priced, private label beverage products in the county."

Kmart will begin introducing the drinks in select stores today and expects to have them available at all Kmart stores nationwide in April.

About Kmart

Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66. For more information visit the company's website at http://www.kmart.com/ or the Sears Holdings Corporation website at http://www.searsholdings.com/ .

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SOURCE: Kmart

CONTACT: Alison Kmiotek of Sears Holdings Corp., +1-212-546-1425

Web site: http://www.kmart.com/
http://www.searsholdings.com/