New York-based Murray’s Cheese, a brand that dates back to 1940, and Kroger Co. believe the time is ripe to expand their three-year-old partnership.

Murray’s plans to open 25 more of its shops in Kroger units before the end of the year, reports Supermarket News. It already has operations in nearly 40 Kroger stores. Murray’s would not comment further on the report of its planned expansion.