Lucky’s Market now selling Kroger’s Simple Truth products at all its stores

The Kroger Co.’s $2 billion private brand — Simple Truth — is now available at all Lucky’s Market’s 39 stores. Several products in Simple Truth, Kroger’s natural and organic foods line, had been sold in more than 20 Lucky’s locations throughout Florida and Georgia this year.

In 2016, Cincinnati-based Kroger formed a strategic partnership with Boulder, Colo.-based Lucky’s Market, a specialty grocery store chain that focuses on natural, organic and locally grown products. Kroger made a “meaningful investment” in Lucky’s to significantly accelerate Lucky’s Market’s growth in new and existing markets. The agreement also enables Kroger to sell its products at Lucky’s.

“We have seen a very positive response from our customers about how high-quality, tasty and clean these products are,” Chris Darling, Lucky’s Market president said of Kroger’s Simple Truth line. “It was a natural choice to add Simple Truth products to the shelves of all our stores to further our mission of making more healthful foods more affordable and accessible to more people.”

Simple Truth products are free from 101 artificial preservatives and ingredients. Simple Truth Organic products are certified organic by the USDA. The line debuted in 2012.

Lucky’s will continue to sell its own private brand products, which support local communities through the company’s 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.

Additionally, Lucky’s is opening a new distribution center in Orlando this fall that will enable the company to bring in more products and options, decrease cost of goods and pass more savings along to customers, the retailer said.