The Kroger Co. has achieved $2 billion in annual sales of its Simple Truth brand, the retailer revealed.
The private label brand has been making waves since it was first introduced in 2012. Earlier this month, Kroger launched its largest-ever private brand customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.
"Simple Truth is a brand that has earned our customers' trust through clean labels, fantastic flavors and affordability since its launch five years ago," Robert Clark, Kroger's SVP of merchandising, said in a news release. "Simple Truth has become the second-largest brand sold in our stores, and Kroger is proud to have led the way in making this category more mainstream and accessible, feeding our customers' appetites for natural, organic and free-from products."
Clark added that the is brand helping the retailer redefine the customer experience as part of the Restock Kroger plan.
"If our brands were on the Fortune 500, it would rank number 138," he said.
The Simple Truth offers more than 1,400 products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified. Kroger officials said that with the help of 84.51 insights, the retailer will continue to innovate and introduce new items in 2018 that are affordable and align with customer trends.
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