Kroger Expands Private Label Line

The Kroger Co. has expanded its Simple Truth brand and launched its largest-ever private brand customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.

The retailer has promised that it will utilize insights from its data analytics unit, 84.51, to continue to grow Simple Truth in 2018 to offer new, affordable items that align with consumer trends across categories such as beverage, snacking and non-animal proteins. Company officials said these growing trends have already inspired the private brand innovation team to develop Simple Truth items such as organic sports drinks, organic sparkling coconut waters, fruit and nut bars, and meatless entrees.

"Instead of GMOs and antibiotics, Simple Truth offers clean labels and fantastic flavors," Robert Clark, Kroger's SVP of merchandising, said in a statement. " 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."

Since its launch in 2012, Kroger's Simple Truth line now offers 1,400 products across multiple categories including grocery, meat, produce, deli, bakery, baby, household essentials and personal care. The line also offers more Fair Trade Certified products than any other private label grocery brand in the U.S, and is free of more than 101 artificial preservatives and ingredients. 

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In Kroger's third quarter 2017, private brands acounted for 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 by 19%. 

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