Kroger Introduces Simple Truth And Simple Truth Organic Brands To Customers

RALEIGH, NC, October 04, 2012 (Press-News.org) The Kroger Co. (http://www.kroger.com/), the nation's largest traditional grocery retailer with 16 stores throughout the Triangle and North Carolina, has announced the availability of its new Simple Truth and Simple Truth Organic brands, which are free from 101 artificial preservatives and ingredients. Simple Truth Organic products are certified organic by the U.S. Department of Agriculture (USDA). In addition, the Simple Truth brand offers several USDA-certified natural products, including meat, chicken and eggs.

September marked the initial roll out phase of Simple Truth and Simple Truth Organic brands with new food introductions, including cereals, frozen pizza and vegetarian options. By January 2013, both brands will collectively expand to more than 40 product categories and appear in all Kroger grocery stores in North Carolina.

The launch of these brands comes at a time when consumer demand for organic good 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 easy and affordable "free from 101" items and organic products for better living. Spanning more than 30 product categories, including milk, salads, dried fruits, sodas, yogurt, chips and quinoa, Simple Truth and Simple Truth Organic products provide much of the U.S. population access to reasonably priced certified-organic products.

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 the packaging, while Simple Truth products have highly visible identifiers that indicated their category.

QUOTES:
"While organic products are available in most conventional grocery stores, our customers have expressed that a number of the labels can be confusing, and there is often a general belief in the marketplace that organic automatically means more expensive," said Carl York, advertising & public relations manager for Kroger's mid-Atlantic marketing region. "At Kroger we understand these challenges, which is why we are offering our shoppers the Simple Truth Organic brand, an easy, more clearly labeled and affordable way to buy organic foods."

"Most shoppers do not have the time to browse grocery stores for quality foods, and no one wants to spend more money than necessary," Carolyn Brown, MS, RD, Simple Truth spokesperson and nutritionist at Foodtrainers, a private practice in New York City. "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."

DETAILS:
- For additional information, product assortment and the full list of the 101 artificial preservatives and ingredients which are not found in Simple Truth and Simple Truth Organic products, visit http://www.simpletruth.com.

ABOUT KROGER:
Kroger, the nation's largest traditional grocery retailer, has 16 stores throughout the Triangle and North Carolina, including Apex (1), Cary (1), Garner (1), Fuquay-Varina (1), Raleigh (6) and Durham (6). Headquartered in Cincinnati, the company employs more than 338,000 associates who serve customers in 2,439 supermarkets and multi-department stores in 31 states under two dozen local banner names including Kroger, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry's, King Soopers, QFC, Ralphs and Smith's. The company also operates 788 convenience stores, 361 fine jewelry stores, 1,046 supermarket fuel centers and 40 food processing plants in the United States. Kroger focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local organizations in the communities it serves. For more information, please visit http://www.kroger.com.

ABOUT THE SIMPLE TRUTH LAUNCH PROGRAM:
Simple Truth and Simple Truth Organic brands are being introduced to customers nationwide through an integrated marketing campaign, involving both in-store and online components. In-store communications include branded shelf signs, stanchions in produce and meat sections and front-of-store standees and banners in more than 2,200 Kroger and Banner Brand stores. For more information, visit http://www.simpletruth.com.

Erin Smith
MMI Public Relations
(919) 233-6600
Erin@mmipublicrelations.com
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