Kroger's Simple Truth clears $2 billion in annual sales

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Kroger's Simple Truth clears $2 billion in annual sales

By Michael Johnsen - 01/25/2018
Kroger announced Thursday its Simple Truth brand has achieved $2 billion in annual sales.

"Simple Truth is a brand that has earned our customers' trust through clean labels, fantastic flavors and affordability since its launch five years ago," Robert Clark, Kroger's senior vice president of merchandising, said. "Simple Truth has become the second-largest brand sold in our stores, and Kroger is proud to have led the way in making this category more mainstream and accessible, feeding our customers' appetites for natural, organic and free-from products."

Earlier this month, Kroger launched its largest-ever own brands customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.

The Simple Truth brand now offers more than 1,400 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified.

Kroger introduced Simple Truth in its fourth quarter 2012. With the help of 84.51° insights, Simple Truth will continue to innovate and introduce new affordable items in 2018 that align with customer trends, including increasingly popular categories like beverage, snacking and non-animal proteins.

These growing trends have already inspired the Kroger Our Brands innovation team to develop exciting new items like Simple Truth Organic sports drinks, Simple Truth Organic sparkling coconut waters, Simple Truth fruit and nut bars and Simple Truth meatless entrees.

Simple Truth products are exclusive to the Kroger Family of Stores and customers can purchase the brand in a variety of ways: in a store; through ClickList; or Vitacost.com for ship-to-home delivery.

"If our brands were on the Fortune 500, it would rank No. 138," Clark said. "Our brands [are] shaping the way we are redefining the customer experience as outlined in our Restock Kroger plan."

Earlier this month, the Cincinnati retailer announced it is also investing an incremental $500 million in human capital over the next three years as part of its Restock Kroger plan. Kroger announced last week that they are actively recruiting experienced retail and digital and technology talent for new and open corporate and store management roles across its family of companies.