Kroger, the largest US supermarket group, has introduced an extended range of financial services - a strategy likely to be emulated by Wal-Mart after vehement political opposition foiled the discounter's bid for its own banking licence.

Kroger is advertising mortgages, home equity loans and gift cards at its more than 2,000 stores, developing a joint-venture relationship with RBS and its US subsidiaries, which launched the company's branded MasterCard credit card in 2003.