Kroger’s Fuels Growth of Simple Truth

Kroger announced yesterday the expansion of its Simple Truth private brand and launch of its largest-ever private brand sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.

“We’re proud of the high-quality ingredients that go into our Simple Truth products. We’re equally proud of what’s not in these foods. Simple Truth products are free from 101+ artificial preservatives and ingredients,” said Robert Clark, Kroger’s senior vice president of merchandising. “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.”

Kroger introduced Simple Truth in late 2012, and the private brand now offers over 1,400 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials and personal care. Simple Truth also offers more Fair Trade Certified products than any other private label grocery brand in the country.

With the help of Kroger’s 84.51° insights team, Simple Truth will continue to innovate and introduce new items in 2018 that align with customer trends, including increasingly popular categories like beverage, snacking and non-animal proteins. These growing trends have already inspired the Kroger private brand innovation team to develop exciting new items like Simple Truth Organic sports drinks, Simple Truth Organic sparkling coconut waters, Simple Truth fruit and nut bars and Simple Truth meatless entrees.

In Kroger’s third quarter 2017, the Kroger private brand portfolio delivered strong performance, making up 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 19%.

“Our(Private) Brands is shaping the way we are redefining the grocery customer experience as outlined in our Restock Kroger plan,” Mr. Clark continued.



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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.