Simple Truth is Largest Organic Brand in U.S.
Posted on Wednesday, November 4th, 2015 at 2:03 pm
What is your favorite brand of organic food? If you shop at Kroger, the first brand of organic foods that come to mind might be one called Simple Truth. It is currently the largest organic brand in the United States.
The word “natural” on a food label doesn’t actually mean much of anything. There is little regulation about what foods can use that particular word. The Food and Drug Administration (FDA) has not developed a definition for the use of the term natural or its derivatives.
The word “organic”, however, cannot be used on every food label. It can only be used on foods that meet certain regulations and criteria. Organic products do not contain GMO’s, artificial preservatives, or artificial colors. Organic foods are grown without the use of synthetic fertilizers and pesticides.
Many consumers are seeking out organic products for health reasons. Simple Truth is Kroger’s organic food brand. It was created as a response to customers’s shifting over to organic foods. Food Dive reports that natural and organic foods accounted for $11 billion in sales for Kroger over the past 12 months.
CNN Money reports that Kroger’s sales of products in their Simple Truth brand hit $1.2 billion in 2014. Part of what makes that brand so popular is that it is sold at a lower price than the 365 line from Whole Foods. Interestingly, it appears that consumers who were going to Whole Foods for organic products have taken notice of Kroger’s Simple Truth line.
365 by Whole Foods Market stores were intended to compete with Trader Joe’s. The goal was to offer lower prices on produce and perishables than could be found on similar products in the “regular” Whole Foods stores. Their target market was empty-nesters, Millennials, and young upwardly mobile shoppers.
Whole Foods may not have taken into account the group of customers who want to eat organic products, but who don’t have the budget to shop at Trader Joe’s (or the “regular” Whole Foods store). If you’ve been wanting to eat more organic products, but found it difficult to afford, you might consider going to Kroger.
The thing to be aware of is that Kroger offers two similarly sounding product lines. One is called Simple Truth, which includes “cleaner” ingredient statements. The other is called Simple Truth Organic, which is USDA organic certified. Customers can make their own decisions about which to buy.