Kroger, the largest supermarket holding company in the United States, announced a new private label line of food products recently that will be called Simple Truth.
The name reflects what Kroger is trying to accomplish with this line. The food business increasingly is getting the message these days that people want less junk in their foods and more of the main ingredients that are supposed to be in there. The industry is calling it clean labels, which means the fewer ingredients in a processed product, the better some consumers will like it.
Kroger’s new Simple Truth Organic products.
This line goes to that effort to make simpler processed foods. “Its Simple Truth products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods, while the Simple Truth Organic line is certified by the U.S. Department of Agriculture. Together, the brands span more than 30 product categories, including a wide variety of foods, such as milk, salads, dried fruit, sodas, yogurt, chips and quinoa,” reported Drug Store News, a drug store trade publication.
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