Kroger Simplifies Natural, Organic Brands

Cincinnati-based Kroger Co. has revamped the private label natural and organic food brands available at its family of stores.

Kroger’s Naturally Preferred and Private Selection Organic brands have been renamed to Simple Truth and Simple Truth Organic, along with new packaging.

Simple Truth products are reported to be free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods, such as aspartame, high-fructose corn syrup and trans fats. “Simple Truth and Simple Truth Organic provide a simple, uncomplicated and trustworthy solution to the challenge of simply better living,” Kroger explains on its web site.

Further, the products have simple, clean packaging and easy-to-understand ingredient statements that “help take the chore out of finding simply better foods.”

The Simple Truth brand offers several natural products such as meat, chicken and eggs. These products claim to contain no antibiotics, hormones or artificial ingredients; are minimally processed; and are fed an all-vegetarian diet.