The Kroger, a grocery chain in the US, has announced the availability of its new Simple Truth and Simple Truth Organic brands.
The company noted that Simple Truth and Simple Truth Organic brands are free from 101 artificial preservatives and ingredients that customers would like to avoid. These are certified by the USDA.
Kroger Natural Foods vice president Mary Ellen Adcock said that while organic products are available in most conventional grocery stores, consumer feedback revealed that labels can be confusing, and there's a general belief in the marketplace that organic means more expensive.
"At Kroger we understand these challenges, so we're offering our shoppers the Simple Truth Organic brand, an easy, more clearly labeled and affordable way to buy organic products," Adcock added.
Simple Truth and Simple Truth Organic products, which cover more than 30 product categories, offer "free from 101" items and certified-organic products. Categories include a wide variety of foods such as milk, salads, dried fruit, sodas, yogurt, chips and quinoa.
In addition, the Simple Truth brand offers several USDA-certified natural products, including meat, chicken and eggs.
