Kroger's Simple Truth simply astonishing

by Keith Nunes
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CINCINNATI — The Kroger Co.’s Simple Truth line of products is proving to be a success story. Launched in September 2012, the company said recently that sales have grown at an “astonishing pace.”

“Simple Truth continues to grow at an astonishing pace, and we now expect it to reach billion-dollar brand status by the end of fiscal year ’14,” said Mark Ellis, president and chief operating officer, during a March 6 conference call to discuss the company’s latest earnings release.

Mr. Ellis noted that Kroger added more than 100 items to the line during fiscal year 2013, ended Feb. 1, 2014.

Both the Simple Truth and Simple Truth Organic lines of products have simple ingredient labels and the non-organic products are free-from 101 ingredients Kroger has identified as of concern to its customers.

All Simple Truth and Simple Truth Organic products are marked with the brand’s green circular logo and contain ingredient statements. Simple Truth Organic items display the U.S.D.A organic seal on the front of packaging, while Simple Truth products have visible identifiers that indicate their category.

Consumer demand for products perceived as “cleaner” or fresher also is having an impact on Kroger’s in-store mix. During the conference call, Mr. Ellis noted the retailer is constantly evaluating space allocations for products and they are changing.

“When we look at space allocation, especially in some of our new stores, you'll find that we are allocating more and more space to perishable, refrigerated, and the categories that the customer really cares about,” he said. “And the customer is telling us that’s what they’re interested in. But we can’t ignore the center store, and health and beauty care products and grocery, that is still a big part of our business. But we constantly look at space allocation and make adjustments based on what the customer is telling us they want.”
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READER COMMENTS (4)

By Bernice Ducksworth 5/20/2015 4:00:57 PM
How do you get coupons, that is not digital. I do not have that type of phone to used those coupon. We buy Simple Truth Organic all the time it would be great to use coupons for extra savings. I'm glad Kroger have this line of product it is delicious.

By Mary ann kadnar 5/1/2014 9:42:55 PM
I want to see all the ingredients in the simple truth products, see list on line before i make my grocery list606791

By Larry Stanley 3/21/2014 6:15:35 PM
I do wish that they would also carry products like Syfo Beverages. The Simple Truth sparkling waters are good, but they can have things like sugar and citric acid. Syfo Beverages sparkling waters have no sugar, artificial sweeteners or any other additives and are naturally-flavored too.

By Patrick Laake 3/12/2014 8:44:54 AM
This is not a surprise, considering how good the Simple Truth products are. They have a good, natural taste to them, without the emptiness (in taste and fullness) that many similar products leave you with. Plus the packaging is simple and attractive as well. Our kitchen continues to get more green everyday!