Kroger Announces Official Launch of Simple Truth

Almost eleven months after we first wrote about Cincinnati, Ohio based grocer Kroger brand consolidation and subsequent introduction of their new Private Brand Simple Truth the retailer officially announced nationwide availability of its new Simple Truth and Simple Truth Organic brands. Simple Truth and Simple Truth Organic products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods. Simple Truth Organic products are certified organic by the USDA. In addition, the Simple Truth brand offers several USDA-certified natural products, including meat, chicken and eggs.

The launch of these brands comes at a time when consumer demand for organic food is on the rise, according to the Organic Trade Association (OTA), which notes that 78% of U.S. families – more than ever before – say they are choosing organic foods. Together, Simple Truth and Simple Truth Organic brands offer customers access to nearly 250 “free from 101” items and organic products for simply better living.

“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 Foods for Kroger. “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.”

Spanning more than 30 product categories, Simple Truth and Simple Truth Organic products provide much of the U.S. population access to reasonably priced “free from 101” items and certified-organic products. Categories include a wide variety of foods such as milk, salads, dried fruit, sodas, yogurt, chips and quinoa.

All Simple Truth and Simple Truth Organic products are clearly marked with the brand’s green circular logo and contain straightforward ingredient statements. Simple Truth Organic items display the USDA organic seal on the front of packaging, while Simple Truth products have highly visible identifiers that indicate their category.

“Most shoppers don’t have time to browse grocery stores for quality food, and no one wants to spend more money than necessary,” said Carolyn Brown, MS, RD, Simple Truth spokesperson and nutritionist at Foodtrainers, a private practice in New York. “Simple Truth and Simple Truth Organic flips shoppers’ expectations by delivering value-priced products that can be found in almost every aisle at their neighborhood Kroger store.”

About the Simple Truth Launch Program
Simple Truth and Simple Truth Organic brands are being introduced to customers nationwide through an integrated marketing campaign, involving both in-store and online components. In-store communications include branded shelf signs, stanchions in produce and meat sections and front-of-store standees and banners in more than 2,200 Kroger and Banner Brand stores. Online elements include a Simple Truth website and a social media presence on branded Facebook, Twitter and Pinterest pages.

Simple Truth and Simple Truth Organic brands will be rolled out in phases beginning this month with new food introductions, including cereals, frozen pizza, and vegetarian options, happening regularly. By January 2013, both brands will collectively expand to more than 40 product categories and appear in many aisles at Kroger’s Family of Stores.

For additional product information, including local store availability, product assortment and the full list of the 101 artificial preservatives and ingredients which are not found in Simple Truth and Simple Truth Organic products, please visit www.simpletruth.com.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.