Kroger’s Simple Truth Brand Reaches $2 Billion

Kroger announced this past week that its Simple Truth private brand has achieved $2 billion in annual sales.

“Simple Truth is a brand that has earned our customers’ trust through clean labels, fantastic flavors and affordability since its launch five years ago,” said Robert Clark, Kroger’s senior vice president of merchandising. “Simple Truth has become the second-largest brand sold in our stores, and Kroger is proud to have led the way in making this category more mainstream and accessible, feeding our customers’ appetites for natural, organic and free-from products.”

Earlier this month, Kroger launched its largest-ever private brand customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.

“If Our Brands (private label) were on the Fortune 500, it would rank number 138,” Mr. Clark added. “Our Brands is shaping the way we are redefining the customer experience as outlined in our Restock Kroger plan.”

The Simple Truth brand now offers more than 1,400 products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified.

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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.