The 'Treasure EmporiYum' is a specially curated center-store display that is dedicated to
directing consumer attention to "hidden gems in [Kroger's] Our Brands roster."
Supermarkets are usually set in large spaces, where consumers can feel overwhelmed. An eye-catching fixture like the 'Treasure EmporiYum' can go a long way in directing attention to select products as it very explicitly places emphasis on them. From craft sodas and snacks to ice creams and hors d'oeuvres, there is really no limit to what Kroger will infuse its food merchandising concept with.
The idea is said to celebrate a "trove of fantastically unique finds." Highlighting the uniqueness of each product, the 'Treasure EmporiYum' has its own dedicated website page as well, marking a full circle for the aesthetics of the product which occupy both digital and physical spaces.