The Kroger Co. family of stores has announced the 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 percent 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.
“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, VP 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, Kroger officials say. Categories include a 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 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.”