Kroger Consolidates Labels Under New Brand

CINCINNATI — The Kroger Co. has consolidated its “Naturally Preferred” and “Private Selection” private labels under a new brand: Simple Truth.

“So now you can look for one name when picking up all your favorite all natural and organic products,” Kroger writes on kroger.com. “It’s that simple.”

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Simple Truth product packaging features a green circle icon with the words “Simple Truth” inside.

“Simply look for the green circle as you shop!” Kroger states.

Each item is free from 101 artificial preservatives and ingredients, according to Kroger, which lists all the unacceptable ingredients on its website.