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The Kroger Co. is suing Lidl over one of its private labels, according to published reports.

In the suit, the company is objecting to Lidl’s Preferred Selection label, alleging that the brand identity is too similar to Kroger’s own Private Selection.

In the suit, Kroger claims that the Lidl brand corresponds closely enough to its Private Selection label in name and graphic appearance to generate consumer confusion about the two among consumers, the reports maintained.

Lidl, which entered the U.S. market for the first time last month, and…