Kroger's Simple Truth™ and Simple Truth Organic® Brands Receive "Best Product Re-Launch or Revamp" Award from "Private Label Store Brands" Magazine

CINCINNATI, Nov. 16, 2012 /PRNewswire/ -- The Kroger Co. (NYSE: KR) Family of Stores today announced that its Simple Truth and Simple Truth Organic brands won "Private Label Store Brands" magazine's "Best Product Re-Launch or Revamp" award as part of the second annual Store Brand Achievement Awards program. Available exclusively at Kroger's Family of Stores, Simple Truth and Simple Truth Organic were bestowed the honor based on the following criteria:

  • "Simplicity and attractiveness" of the brands' logo   
  • Breadth of the brands' product offerings
  • "One-brand shopping solution" for customers seeking organic options

Launched in September 2012, Simple Truth and Simple Truth Organic provide access to nearly 250 honest, easy and affordable "free from 101" items and certified-organic products for simply better living. All products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods. Additionally, Simple Truth Organic items are certified organic by the USDA.

"Our customers told us they wanted a straightforward solution to shopping organic food, which is the reason we introduced Simple Truth and Simple Truth Organic," said Gil Phipps, Vice President of Corporate Brands for Kroger. "Simple Truth's green circular logo serves a beacon throughout Kroger's Family of Stores, leading customers to a vast array of honest, easy and affordable 'free from 101' and organic options. This recognition makes it clear that we were able to bring those attributes to life by offering Simple Truth and Simple Truth Organic."

For additional Simple Truth and Simple Truth Organic product information, including local store availability, product assortment and the full list of the 101 artificial preservatives and ingredients which are not found in Simple Truth and Simple Truth Organic products, please visit www.simpletruth.com. Follow Simple Truth and Simple Truth Organic on the brands' Facebook, Twitter and Pinterest pages. 

About Kroger
Kroger, one of the world's largest retailers, employs more than 339,000 associates who serve customers in 2,425 supermarkets and multi-department stores in 31 states under two dozen local banner names including Kroger, City Market, Dillons, Jay C, Food 4 Less, Fred Meyer, Fry's, King Soopers, QFC, Ralphs and Smith's. The company also operates 788 convenience stores, 342 fine jewelry stores, 1,124 supermarket fuel centers and 37 food processing plants in the U.S. Recognized by Forbes as the most generous company in America, Kroger supports hunger relief, breast cancer awareness, the military and their families, and more than 30,000 schools and grassroots organizations. Kroger contributes food and funds equal to 160 million meals a year through more than 80 Feeding America food bank partners. A leader in supplier diversity, Kroger is a proud member of the Billion Dollar Roundtable and the U.S. Hispanic Chamber's Million Dollar Club.

For more information:
Simple Truth contact
Priscilla Zuchowski, Edelman
312-552-1133
Priscilla.Zuchowski@edelman.com

Kroger contacts
Media: Keith Dailey
513-762-1304
Keith.Dailey@kroger.com

Investors: Cindy Holmes
513-762-4969
Cindy.Holmes@kroger.com

SOURCE The Kroger Co.



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