If you‘re a discerning, health-conscious shopper, you know how challenging it can be to find high-quality organic and natural products at your local grocery store. Many stores offer only a limited selection of specialty items, often at premium prices. But if you‘re fortunate enough to live near a Kroger supermarket, you have access to a hidden gem: the Simple Truth brand.
Launched in 2012, Simple Truth has quickly grown into Kroger‘s largest and most successful private label brand. With a wide array of certified organic and natural products at competitive prices, Simple Truth offers something for nearly every shopper looking to avoid artificial ingredients and eat a little healthier.
But is Simple Truth truly living up to its promise? As a selective shopper and long-time retail industry analyst, I decided to take a closer look at the brand to see if it delivers on both quality and value. Here‘s what I found.
Exceptional Growth and Customer Loyalty
Let‘s start with some hard numbers. In the 2020 fiscal year, Simple Truth products generated over $3 billion in sales for Kroger[^1]. That represents a 20% increase from 2019 and accounts for over a quarter of Kroger‘s total private label sales. On a percentage basis, Simple Truth is growing twice as fast as Kroger‘s overall private label portfolio.
[^1]: Kroger 2020 Fact BookWhat‘s driving this standout performance? A major factor is Simple Truth‘s strong repeat purchase rate and loyal customer base. According to customer data from Kroger‘s loyalty program, over 30% of households that try Simple Truth go on to become repeat buyers[^2]. In total, 5.3 million households purchased Simple Truth products more than 6 times throughout 2020.
[^2]: Kroger Q4 2020 Earnings Call| 2017 | 2018 | 2019 | 2020 | |
|---|---|---|---|---|
| Simple Truth Sales (Millions) | $2,031 | $2,286 | $2,512 | $3,034 |
| YoY Growth % | – | 12.5% | 9.9% | 20.8% |
Simple Truth Annual Sales Growth. Source: Kroger SEC Filings
Simple Truth‘s net promoter score, which measures customers‘ likelihood to recommend the brand, also indicates strong shopper enthusiasm. In a 2020 survey of over 5,000 Simple Truth buyers, the brand received an NPS of 59[^3]. That places Simple Truth in the upper echelon of consumer brands and far above the grocery industry average NPS of 39.
[^3]: Customer Monitor Survey, Kroger Research & InsightsUncompromising Product Standards
Simple Truth‘s robust growth is even more impressive considering the rigorous standards the brand maintains for its products. Unlike some other grocery "natural" brands that lack clear definitions, Simple Truth products are free from a list of 101 specific artificial preservatives, flavors, colors and sweeteners[^4].
[^4]: Kroger Simple Truth Brand StandardsTo qualify for the Simple Truth label, a food item cannot contain any of the following:
- No artificial preservatives or colors
- No artificial sweeteners or flavors
- No artificial partially hydrogenated oils (PHOs)
- No high fructose corn syrup
- No bleached or bromated flour
- No nitrates or nitrites added
- No antibiotics or synthetic growth hormones
In terms of specific ingredients, you won‘t find things like aspartame, saccharin, sucralose, potassium benzoate, sodium benzoate, or azodicarbonamide in any Simple Truth products. The brand also avoids more "natural" but still heavily processed sweeteners and preservatives like agave nectar, carrageenan, and sodium phosphate.
For products in the dedicated Simple Truth Organic line, Kroger goes a step further and ensures 95%-100% of ingredients are certified organic in accordance with USDA guidelines. The majority of Simple Truth‘s plant-based selections are also enrolled in the Non-GMO Project, the industry‘s most rigorous third-party verification program for non-GMO sourcing.
As a diligent label-reader, I can attest that Simple Truth‘s offerings consistently live up to these standards. I‘ve reviewed dozens of items across multiple categories and rarely come across any questionable additives or chemicals. That stands in contrast to other store "natural" brands I‘ve examined, which sometimes make exceptions or allow loopholes for certain synthetic ingredients.
Accessible Pricing and Value
Of course, a brand can have the cleanest ingredients in the world, but it doesn‘t matter if the products are out of reach for the average shopper. Fortunately, Simple Truth matches its high quality with prices that are accessible for many consumers.
As a case study, let‘s look at organic milk, one of the most common entry points into organic grocery purchases. A half-gallon of Simple Truth Organic 2% Reduced Fat Milk currently retails for $3.99 at my local Kroger. That compares to $4.29 for a half-gallon of Horizon Organic 2% Reduced Fat Milk and $4.39 for a half-gallon of Organic Valley 2% Reduced Fat Milk.
| Simple Truth | Horizon | Organic Valley | |
|---|---|---|---|
| Price Per Half-Gallon | $3.99 | $4.29 | $4.39 |
Retail Price Comparison – Organic 2% Milk
This value proposition plays out across most of Simple Truth‘s key categories. While not the absolute cheapest organic option in every case, Simple Truth frequently beats the major national organic brands on price while matching them on quality and clean ingredients.
In categories like organic baby food, coffee, and frozen fruits and vegetables, I‘ve found Simple Truth to offer savings of 10%-25%+ compared to leading organic brands. For a family doing a weekly grocery trip, those incremental savings can really add up over the course of a year.
Innovative Products and Flavors
Savings and quality are important, but let‘s be honest – they only get you so far. To keep selective shoppers like me coming back, a brand also needs to offer some creativity and excitement. Here again, Simple Truth delivers.
Some of my personal favorite Simple Truth products demonstrate the brand‘s commitment to innovation:
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Simple Truth Organic Tomatillo Salsa: Made with fire-roasted tomatillos and an authentic blend of jalapeño, onion, cilantro, and lime, this salsa bursts with fresh, tangy flavor. It‘s become my go-to chip dip.
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Simple Truth Organic Mango Habanero BBQ Sauce: The perfect blend of sweetness and heat. The real mango puree and habanero peppers give it a tropical kick you don‘t find in basic barbecue sauces.
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Simple Truth Korean-Inspired Gochujang Veggie Burgers: A plant-based take on the classic Korean red chile paste. The fermented soybean and sticky rice give these veggie burgers a satisfying umami depth of flavor.
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Simple Truth Organic Cold Brew Coffee Concentrate: Rich, bold coffee flavor that‘s not bitter or acidic. Makes premium iced coffee at home as easy as adding water and ice.
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Simple Truth Freeze-Dried Fuji Apple Crisps: The intense crunch and pure apple taste are almost addictive. No added sugar or oil required – just 100% organic apples in a snackable form.
These are just a few examples, but they highlight Simple Truth‘s knack for taking organic staples and adding creative, on-trend flavors to elevate the experience. Importantly, the brand‘s new product innovation spans categories and dietary needs.
The Future of Simple Truth
As Kroger‘s flagship natural and organic brand, Simple Truth looks poised for continued growth and expansion in the years ahead. But where exactly is the brand headed? Here are a few predictions:
Plant-Based Boom: One of Simple Truth‘s biggest bets in recent years has been its plant-based meat and dairy alternatives. Items like almond milk, vegan cream cheese, and meatless deli slices have quickly become top sellers. With the global plant-based protein market projected to reach $15.8 billion by 2025[^5], expect Simple Truth to double down here with even more variety and innovation.
[^5]: Research and Markets, "Global Plant Based Protein Market Overview, 2020-2025"Sustainable Packaging: Like many brands, Simple Truth has made recyclability and eco-friendly packaging a priority in recent years. But Kroger is now taking it a step further with the introduction of Simple Truth Recycling Program in late 2020[^6]. Customers can mail in their flexible plastic Simple Truth packages to be recycled into new eco-friendly products. Look for more advances to reduce Simple Truth‘s packaging footprint going forward.
[^6]: Kroger press release, "Kroger Launches Simple Truth Recycling Program for Our Brands"Functional Foods and Beverages: With more consumers turning to food as medicine, Simple Truth has a major opportunity in the functional ingredients space. Things like elderberry gummies, prebiotic sodas, and adaptogenic teas could find a welcomehome in the Simple Truth portfolio. There‘s also room for functional ingredient callouts on existing products, such as highlighting the magnesium in Simple Truth nuts and seeds or the antioxidants in its organic produce.
International Expansion: While currently exclusive to the Kroger family of supermarkets, Simple Truth may not stay that way forever. With the global organic food market poised to surpass $272 billion by 2027[^7], Kroger could look to license production and distribution of Simple Truth products overseas. Markets like Europe and Asia with fast-growing demand for organic fare would be prime targets.
[^7]: Precedence Research, "Organic Food Market Size to Hit US$ 272.18 Bn by 2027"However Simple Truth evolves in the years ahead, it‘s clear that Kroger remains deeply committed to the brand‘s growth and central role in the company‘s portfolio. "We will continue to elevate the Simple Truth brand as we advance our Fresh for Everyone strategy," Kroger Chairman and CEO Rodney McMullen recently told investors[^8]. All indications are that Kroger will keep investing in innovation, marketing, and customer segmentation to further Simple Truth‘s already impressive market position.
[^8]: Kroger Q4 2020 Earnings CallThe Bottom Line for Shoppers
So what‘s the final verdict on Simple Truth? If you‘re a selective shopper who prioritizes clean, organic products and great flavor – but doesn‘t want to overpay – Simple Truth is absolutely a brand worth filling your cart with.
From staples like organic milk and cage-free eggs to innovative options like gochujang veggie burgers and mango habanero BBQ sauce, Simple Truth offers a wide range of exceptional products to meet evolving consumer needs and palates. Backed by Kroger‘s immense scale and resources, the brand delivers premium quality and taste at prices that are more affordable than comparable organic brands.
This is a brand that truly lives up to its name by providing foods made with integrity and transparency. While not every product is a slam-dunk, the overall Simple Truth lineup is impressive in its commitment to both simplicity and truth in labeling and ingredients.
If you haven‘t taken a closer look at Simple Truth on your trips to Kroger, I‘d strongly encourage you to do so. You just might discover a new household favorite. And you‘ll likely come away with a few extra dollars in your wallet, too.
Simple Truth FAQ
To wrap up, here are quick answers to some common questions about Simple Truth:
Q: Can I trust that Simple Truth products are truly natural and organic?
A: Yes. Simple Truth adheres to rigorous standards for natural and organic ingredients and is free from a long list of artificial additives. The brand is also transparent about its product sourcing and manufacturing.
Q: How do Simple Truth prices compare to other organic brands?
A: On average, Simple Truth beats leading national organic brands on price by 10%-25% while maintaining equal if not better product quality.
Q: Do Simple Truth products taste as good as other organic brands?
A: In my experience, Simple Truth products consistently deliver on taste and compare favorably to top organic competitors. The brand is also constantly innovating with new, on-trend flavors and formulations.
Q: What if I don‘t have a Kroger store near me?
A: Unfortunately, Simple Truth is exclusively sold in Kroger-owned stores as of 2023. Hopefully the company will consider expanding distribution of this standout brand in the future!
Q: Are Simple Truth products healthy?
A: While organic and natural doesn‘t always equal healthy, Simple Truth products are generally nutritious choices and free from harmful artificial ingredients. As always, check nutrition labels and enjoy in moderation as part of a balanced diet.
