(Undated) -- Kroger is launching its own clothing line geared toward families as it fights back at Amazon-owned Whole Foods.
The nation's largest supermarket chain says it'll launch an apparel brand next fall.
The brand will first rollout at Fred Meyer and Kroger Marketplace stores, totaling 300 locations nationwide.
The Cincinnati based Kroger Company describes the clothing line as "modern, playful and simple" for children, teens and adults with a focus on activewear.
Kroger is aiming to drive more shoppers to its stores as competition heats up among supermarkets.