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Kroger launches new store lines Simple Truth, Simple Truth Organic |
09.28.2012
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The Kroger Co.has announced nationwide availability of its new Simple Truth and Simple Truth Organic brands. Both brands' products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods.
Simple Truth Organic products are certified organic by the USDA, and the Simple Truth brand offers several USDA-certified natural products, including meat, chicken and eggs. Together, the two brands offer customers access to nearly 250 "free from 101" items and organic products across more than 30 categories.
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The brands are being introduced nationwide. 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. Online elements include a website and branded Facebook, Twitter and Pinterest pages.
Brands will be rolled out in phases beginning this month, with new foods being introduced regularly. By January 2013, both brands will collectively expand to more than 40 product categories and appear in many aisles at Kroger's Family of Stores.
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