|Robert Clark, senior vice president of merchandising,
The Kroger Co.
“We’re proud of the high-quality ingredients that go into our Simple Truth products,” said Robert Clark, senior vice president of merchandising. “We’re equally proud of what’s not in these foods. Simple Truth products are free from 101-plus artificial preservatives and ingredients. 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.”
The retailer plans to continue innovating and introducing new items this year that align with consumer trends, including in growing categories such as beverage, snacking and plant-based protein.
In Kroger’s most recent quarter, store brands comprised more than 28 percent of unit sales and nearly 26 percent of sales dollars, excluding fuel and pharmacy. Simple Truth sales increased 19 percent during the quarter.
Simple Truth products may be purchased in Kroger’s more than 2,700 stores, through ClickList or on vitacost.com for ship-to-home delivery.