Lucky’s Adds Kroger's Proprietary Simple Truth Brand Chainwide

Specialty grocer now offers the national retailer's free-from own products in all of its stores
lucky's market
Photograph by WGB Staff

Lucky’s Market is clearing a bigger path for the addition of a variety of The Kroger Co.’s Simple Truth own-brand products in all of its 39 stores.

The move by the Boulder, Colo.-based specialty grocery chain is one of the most visible in-store developments stemming from the partnership agreement it tendered in 2016 with Cincinnati-based Kroger, whose investment was described at the time as being designed to “significantly accelerate Lucky's Market's growth in new and existing markets."

When asked about the significance of its expansion of Simple Truth products chainwide, Lucky’s Market spokeswoman Krista Torvik told WGB, “Our mission at Lucky’s Market is to make more healthful foods more affordable to more people, and this allows us to secure products at a lower price and then pass those savings along to our customers.”

“In some of our existing stores, we have removed a few national brands to make room for the Simple Truth products, but these new Simple Truth products will offer better value to our customers," she said.

The natural and organic proprietary brand is free from more than 101 artificial preservatives and ingredients, and Simple Truth Organic products meet or exceed the standards set by the National Organic Program.

“Simple Truth products have been sold in more than 20 Lucky’s locations throughout Florida and Georgia this past year, and we have seen a very positive response from our customers about how high-quality, tasty and clean these products are,” Lucky’s Market President Chris Darling said in a statement. 

Lucky’s will continue to sell its own brand of private-label products and support its local communities through its 10% for Good program, where 10% of profits from the sale of Lucky’s brand products are reinvested back into the company’s local communities.

“Our stores are now selling Simple Truth, Simple Truth Organic products and Lucky’s brand products; and we will continue to work to ensure we have the right mix of both product lines for our customers,” Torvik said.

For shoppers who wonder what the influx of Simple Truth products means for the direction of Lucky’s Markets, the FAQ section of the specialty grocer’s website answers the question “Does this mean Kroger now has a stronger influence on Lucky’s?”

It says on its website, "No. This decision was ours alone and based on the success we have had selling Simple Truth products over the past year. Lucky’s maintains the same level of autonomy we always have; we now just have more tools than ever to bring our mission (of bringing more good food at affordable prices to more people) to life.”

Additionally, Lucky’s is slated to open a new distribution center in Orlando, Fla., this fall, which is expected to enable the company to bring in more products and options, decrease cost of goods and pass more savings along to customers.

Lucky’s Market was started in 2003 by two chefs, Trish and Bo Sharon, when they bought a convenience store in Boulder, Colo. Today, Lucky’s Market now has 39 stores in 10 states.




More from our partners