Kroger expands Simple Truth

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Kroger expands Simple Truth

By Michael Johnsen - 01/03/2018

Kroger on Wednesday announced the expansion of its Simple Truth brand and launch of its largest-ever Our Brands customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.



"We're proud of the high-quality ingredients that go into our Simple Truth products. We're equally proud of what's not in these foods. Simple Truth products are free from 101-plus artificial preservatives and ingredients," stated Robert Clark, Kroger senior vice president of merchandising. "Instead of GMOs and antibiotics, Simple Truth offers clean labels and fantastic flavors. Kroger has led the way for more than a decade in making natural and organic products more mainstream and accessible. We've always believed that our customers shouldn't have to pay higher prices just because a product is natural or organic. The truth is, we've always been affordable."



Kroger introduced Simple Truth in its fourth quarter 2012, and the brand now offers more than 1,400 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials and personal care. Simple Truth also offers more Fair Trade Certified products than any other private label grocery brand in the country.



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 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.



In Kroger's third quarter 2017, Our Brands delivered strong performance, making up 28.2% of unit sales and 25.6% of sales dollars, excluding fuel and pharmacy. Simple Truth continued to grow in popularity the same quarter, with sales growing 19%.



"Our Brands is shaping the way we are redefining the grocery customer experience as outlined in our Restock Kroger plan," Clark said.



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.