Kroger introduced Simple Truth and Simple Truth Organic private label brands, available exclusively at Kroger stores. Simple Truth beef

This all-organic line is free from 101 artificial preservatives and ingredients, are USDA-certified organic and offer USDA-certified natural products, including meat, chicken and eggs.

"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," says Mary Ellen Adcock, vice president of natural foods for the Cincinnati-based grocery chain. "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 include a 32-ounce box of six quarter-pound patties, a 16-ounce carton of egg whites, a 5.3-ounce container of non-fat cow and goat milk Greek yogurt, a 32-ounce container of low-fat yogurt, a half-gallon of low-fat 1% chocolate milk, a 16-gallon whole milk, a 16.25-ounce box of frozen pizza and a 14-ounce container of tofu, among others.