Kroger's Simple Truth brand reaches $2 billion in annual sales

The Kroger Co.’s Simple Truth natural and organic private brand has reached $2 billion in annual sales, according to the Cincinnati-based chain.

"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, in a press 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."

Earlier this month, Kroger launched its largest-ever Our Brands customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items, the company stated.

"If Our Brands were on the Fortune 500, it would rank number 138," Clark added. "Our Brands is shaping the way we are redefining the customer experience as outlined in our Restock Kroger plan."

The Simple Truth brand now offers more than 1,400 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified.