Fifty2 – The MPB Project: Kroger – Simple Truth

\"Kroger“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S.  across all retail channels. The weekly series looks at each great Private Brand with insight, \"Fifty2analysis and original photography. In early 2014, these will be published as my first book along with a several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

Simple Truth
Launched in September 2012, Simple Truth and Simple Truth Organic are a bold move by the nation\’s second largest grocer, Kroger, to optimize and consolidate their Private Brand portfolio, as well as create a Private Brand focused on customers\’ needs. The new brand eliminated the Naturally Preferred and Private Selection Organic brands in favor of the “Simple Truth.”

Simplicity and truth inform every aspect of the brand from naming to product development to brand design and voice and tone. The positioning eschews the category functionality of traditional natural and organic Private Brands in favor of an emotional appeal to moms who simply want to take better care of their family. The traditionally complicated language of natural and organic is replaced by Simple Truth\’s 250 honest, easy and affordable “free from 101” items and certified-organic products designed for simply better living. All products are free from the 101 artificial preservatives and ingredients that customers told Kroger they didn\’t want in their products. Additionally, the USDA certifies Simple Truth Organic items organic.

The brand provides moms with a simple, uncomplicated solution to the challenge of better healthy living. Fresh, modern packaging and easy-to-understand ingredient statements take the chore out of selecting Organic, Free From 101 and Natural foods. Spanning more than 30 product categories, Simple Truth and Simple Truth Organic products include a wide variety of foods including: milk, soda, teas, salads, pizza, dried fruit, sodas, yogurt, chips and quinoa. 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.

Kroger and its family of stores (Kroger, City Market, Dillon’s, Jay C, Food 4 Less, Fred Meyer , Fry\’s, King Soopers, QFC, Ralphs and Smith\’s) launched the brand with an unprecedented nationwide integrated marketing campaign, involving traditional media, in-store, and online components. Traditional media included: television, radio and billboards. In-store communications include branded shelf signs, stanchions in produce and meat sections, and front-of-store standees and banners. Online elements included a Simple Truth website and a social media presence on branded Facebook, Twitter and Pinterest pages.

Simple Truth is proof that the private labels of our generic past can and must become brands that provide real lifestyle solutions for customers needs.

Brand: Simple Truth
Brand Focus:
Natural & Organic
Cincinatti, Ohio
2011 USA Retail Sales ($000):
2011 Stores:

To submit a brand for consideration please email

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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.