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