The Kroger Co. has announced that its Simple Truth 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 Our Brands customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.
"If Our Brands 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 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified. With the help of 84.51° insights, Simple Truth will continue to innovate and introduce new items in 2018 that align with customer trends and are always affordable.
Simple Truth products are exclusive to the Kroger Family of Stores. Products can be purchased in- store, through ClickList or Vitacost.com for ship-to-home delivery.