Kroger Rolls Out ‘Simple Truth’ Brands

CINCINNATI — Kroger is kicking its Naturally Preferred and Private Selection Organic labels to the curb. Now the retailer will be offering two new lines — Simple Truth and Simple Truth Organic. 

These store brands do not contain 101 different ingredients that Kroger has deemed harmful, including antibiotics, ammonium chloride, sulfites and saccharin.

Simple Truth and Simple Truth Organic will span 30 different categories and 250 different items, according to a statement from Kroger, including meat, chicken, eggs, salad, fruit, soda, yogurt chips and quinoa. The retailer plans to expand to 40 categories by January. Kroger lists many products that will be “coming soon” on its Simple Truth website.

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"While organic products are available in most conventional grocery stores, our customers told us that labels can be confusing, and there's a general belief in the marketplace that organic means more expensive," said Mary Ellen Adcock, vice president of natural noods for Kroger, in a statement.

"At Kroger we understand these challenges, so we're offering our shoppers the Simple Truth Organic brand, an easy, more clearly labeled and affordable way to buy organic products."

Kroger said it will be using an integrated marketing campaign to introduce the new brands, using social media, in-store signs and the new brand website.