Kroger Hatches New Affordable Cage-Free Eggs

Kroger eggsKroger today announced a new, more affordable private brand line of cage-free eggs.

“Kroger-brand Cage-Free Eggs are now available in our family of stores nationwide,” said Gil Phipps, Kroger’s vice president of corporate brands. “More customers are looking for an affordable cage-free egg option. Our goal is to help our customers migrate to the cage-free category by offering an affordable alternative to conventional eggs.”

Kroger has been a leader in cage-free eggs for many years. The company also offers cage-free eggs under its popular Simple Truth and Simple Truth Organic brands. In 2015, 15% of the eggs Kroger sold were cage-free compared to the industry average of 9%.

In March, Kroger announced its goal is to transition to a 100% cage-free egg supply chain by 2025.

“In order to ensure a smooth transition by 2025, we need to start attracting customers to cage-free eggs now,” said Mel Bomprezzi, Kroger’s vice president of grocery merchandising. “We remain committed to working with our suppliers during this transition in a way that ensures eggs are readily available, safely produced, and affordably priced for all of our customers.”



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Christopher Durham
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.