“Simple Truth is a brand that has earned our customers' trust through clean labels, fantastic flavors and affordability since its launch five years ago,” said Robert Clark, Kroger’s senior vice president of merchandising. “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.”

Simple Truth products may be purchased in Kroger’s more than 2,700 stores, through ClickList or on vitacost.com for ship-to-home delivery.

In January, the retailer announced the expansion of its brand with the launch of such items as organic sports drinks and sparkling coconut waters, fruit and nut bars and meatless entrees. “We’re proud of the high-quality ingredients that go into our Simple Truth products,” Clark said when the new products were released. “We’re equally proud of what’s not in these foods. Simple Truth products are free from 101-plus artificial preservatives and ingredients. Instead of GMOs and antibiotics, Simple Truth offers clean labels and fantastic flavors.

“Kroger has led the way for more than a decade in making natural and organic products more mainstream and accessible. We’ve always believed that our customers shouldn’t have to pay higher prices just because a product is natural or organic. The truth is, we’ve always been affordable.”

The retailer plans to continue innovating and introducing new items this year that align with consumer trends, including in growing categories such as beverage, snacking and plant-based protein.