Cincinnati-based Kroger plans to add a few seafood products to its new Simple Truth private-label lines. The 2,425-store chain launched the Simple Truth and Simple Truth Organic lines in late September. The lines are free from more than 100 artificial preservatives and ingredients that some shoppers have said they do not want in their foods, according to consumer research done by Kroger.
The Simple Truth brand includes meat, chicken and eggs, while both brands feature cereal, frozen pizza and vegetarian options. By January, both lines will include more than 250 products across 40 different categories.
While the new private-label lines do not currently include seafood products, they likely will next year. The retailer is exploring the opportunity to potentially offer several Simple Truth seafood products in 2013, according to a Kroger representative.
Kroger executives are considering adding canned pole and line-caught solid white Albacore tuna as well as canned, single-cooked solid white Albacore tuna. Kroger will also likely add pole and line-caught Skipjack tuna and sustainable frozen salmon burgers.
It is not surprising that Kroger executives are looking at using sustainable seafood for the Simple Truth line. The chain has had a strong seafood sustainability policy in place for a few years that includes sourcing 100 percent of its top 20 wild species from Marine Stewardship Council-certified fisheries. In addition, its farmed seafood vendors follow the Global Aquaculture Alliance’s Best Aquaculture Practices program.
Kroger added the Simple Truth Organic line, which is certified organic by the U.S. Department of Agriculture because there is such a high demand for organic food, according to the retailer. Almost 80 percent of U.S. families are choosing organic foods, according to the Organic Trade Association.
