About the Report: This report provides an in-depth analysis of Simple Truth’s performance on Korger, offering insights into pricing trends, customer ratings, and reviews. For this study, we analyzed 469 Simple Truth products on Kroger on December 19, 2024.
Introduction
Kroger released its private label brand, Simple Truth, in 2012 in response to customers’ demand for organic and natural foods and products made without ingredients of concern.
Simple Truth Organic products are certified organic by the USDA. Meanwhile, Simple Truth also has a range of natural products. Both brands are free from 101 ingredients that customers have said they do not want in their foods.
Initially, Simple Truth had 30 product categories, including cereal, frozen pizza, and vegetarian options. Now, the brand accounts for over $3 billion in yearly sales and contains more than 1,500 items.
So, how did Kroger’s marketing strategy make Simple Truth a household name and a billion-dollar success?
Let’s explore.
Highlights
- Chicken and frozen food items are the most expensive simple truth product sub-categories.
- Canned food is the most affordable Simple Tructh product category on Kroger at $1.68.
- Grocery is the top-reviewed Simple Truth product subcategory on Kroger, with 735 reviews.
- Natural Sour Cream is the most reviewed Simple Truth product on Kroger, with more than 100 reviews.
Decoding Kroger’s Marketing Strategy: How Simple Truth Became a Household Name
Kroger is the fifth-largest retailer in the US and has an omnichannel presence with both online websites and offline stores. It operates various supermarket formats, including traditional grocery stores, price-impact warehouse stores, multi-department stores, and convenience stores. As of January 21, 2025, there were 1,259 Kroger stores in the US.
Kroger’s marketing and business strategies have positioned Simple Truth as a leader in the natural and organic market. Kroger analyzed customers’ shopping behaviors and identified a growing consumer shift toward organic and clean-label products.
As a result, Kroger released numerous natural and organic products, making it one of the leading Simple Truth product categories.
The Natural and organic category is the most dominant Simple Truth category on Kroger, with 209 products. Within this category, Simple Truth offers 75 grocery items, 59 dairy and egg products, 34 organic produce, and 31 frozen items.
In addition, they offer various pantry products, fresh fruits & vegetables, frozen foods, meat & seafood, and dairy & eggs as additional choices for customers.
As part of their business strategy, Kroger strategically leveraged omnichannel retailing to ensure Simple Truth products are accessible and visible across multiple platforms, bridging the gap between online and offline shopping.
Moreover, Kroger’s marketing strategies focused on health-conscious consumers with relevant promotions and offering personalized discounts through its loyalty program, increasing Simple Truth’s appeal. At the same time, they attracted price-sensitive shoppers by providing high-quality products at competitive prices.
Next, let’s explore how Kroger priced Simple Truth products.
Simple Truth Product Categories have an Average Price of >$10.
Based on the analysis conducted by MetricsCart, the average price of Simple Truth product categories is less than $10. In fact, the majority of Simple Truth products fall within the $0-$3 and $3-$6 price ranges, with 159 and 255 products, respectively. There are only four products that cost more than $12.
Let’s break down the average prices of each Simple Truth product category.
The average price of Simple Truth varies across categories. Frozen Foods are the most expensive, at $6.32, followed by Meat and seafood at $5.13. Candy and Beverages are moderately priced, at $4.99 and $4.96, respectively.
Categories like Fresh Fruits & Vegetables, Breakfast, and Dairy & Eggs are more affordable at $4.32, $4.15, and $4.09, respectively. The Pantry category averages $3.99, while Natural & Organic is the least expensive at $3.73, making healthier choices budget-friendly.
Kroger emphasizes affordability, particularly for its Natural & Organic category, which is the least expensive at $3.73. This aligns with their strategy to make healthier food options budget-friendly.
Chicken and Frozen Food Items are the Most Expensive Simple Truth Product Sub-Categories
While the majority of Simple Truth products are affordable for the customers, some product categories are expensive.
The most expensive product sub-category on Simple Truth includes Chicken at $14.88, followed by Frozen Chicken, Meat, and Seafood at $9.99, and Beef at $8.74.
Simple Truth chicken, beef, and seafood products are ethically sourced, organically fed, and raised using humane farming practices, which drives up costs. Moreover, their commitment to provide antibiotic-free and organic options increases expenses.
Frozen Fruit, Breakfast, and Pizza are also in the higher price range, each costing around $6.99 to $7.12. These products require specialized packaging, cold storage, and transportation, which add to their costs.
In addition, frozen breakfast items, pizzas, and fruit blends often contain multiple high-quality ingredients, such as organic grains, premium cheeses, and sustainably sourced fruits, contributing to their higher price points.
Organic Whole Fresh Chicken is the Most Expensive Simple Truth Item at $19.55.
Chicken and organic drinks are the most expensive Simple Truth products, priced between $10 and $20. In fact, Kroger leveraged a psychological pricing strategy for their expensive products to influence consumer perceptions and encourage purchases.
The Whole Fresh Chicken is the highest-priced Simple Truth product at $19.55 due to its premium sourcing and larger size. As mentioned above, Simple Truth focuses on offering organic, antibiotic-free, and humanely raised poultry, which increases costs.
In addition, organic certification requires strict farming standards, including high-quality feed and sustainable practices, making whole fresh chicken more expensive than conventional alternatives.
The second most expensive Simple Truth product is Ready-to-Cook Organic Chicken Tenders, priced at $13.99. Pre-cut, ready-to-cook products require additional processing, packaging, and labor, which increases their overall cost.
This is followed by the 1% Low-Fat Chocolate Milk and No-Sugar-Added Coconut Water, both priced at $12.99. These products are expensive due to their specialty ingredients and niche market appeal.
Specialty dairy products, like organic or low-fat chocolate milk, often use premium cocoa and high-quality milk, which contributes to their higher price. Similarly, coconut water with no sugar added is positioned as a natural hydration option with health-conscious consumers in mind.
Overall, the high prices of these Simple Truth items can be attributed to organic certification, premium sourcing, additional processing, and targeted consumer demand.
Canned Food and Cream & Creamer are the Cheapest Simple Truth Product Sub-Categories
Now let’s look into the Simple Truth product categories with the lowest prices:
Canned foods, priced at an average of $1.68, are among the least expensive because they have a long shelf life and are produced in large quantities. In addition, the canning process preserves food without the need for costly refrigeration or specialized packaging, making it a budget-friendly option.
This is followed by Cream & Creamer and Pasta & Pasta Sauces, both priced at $2.29. These products are also inexpensive due to their simple ingredient lists and long shelf stability, which allows for large-scale manufacturing and reduces costs.
Overall, these Simple Truth product groups are among the most affordable because they rely on cost-effective ingredients, mass production, and long shelf life, making them accessible options for budget-conscious shoppers.
Among the various products offered by Simple Truth, the most affordable options are organic black beans, organic lentils, and the blueberry zero-sugar yogurt cup, all priced at just $1.
These products are made from cost-effective ingredients that can be produced and sourced in bulk. Organic black beans and lentils, for example, are staple pantry items that require minimal processing and have long shelf lives.
Majority of Simple Truth Ratings and Reviews are 4 and 5 Stars
How do customers perceive Simple Truth’s pricing strategy? Let us examine ratings and reviews of Simple Truth on Kroger.
Most Simple Truth products are well-rated due to their quality, affordability, and alignment with consumer preferences for natural and organic foods. With 118 products receiving 5-star ratings and 113 earning 4-star ratings, strong customer satisfaction is evident.
One key reason for the high ratings is the brand’s commitment to organic and natural ingredients at competitive prices. Customers appreciate the balance between affordability and quality, especially compared to more expensive organic brands.
Fewer products received 2-star ratings (44) or 1-star ratings (18). Interestingly, 70 products have no ratings, suggesting either newer items or less customer engagement with those products. These ratings likely stem from factors such as inconsistencies in product quality, packaging defects, or personal taste preferences that do not align with broader consumer expectations.
Now, let us look at customer ratings and reviews for Simple Truth products across different categories on Kroger.
Natural & Organic products drive the most engagement but have mixed satisfaction. It has the highest number of reviews at 1,456 but a moderate average rating of 3.1. Pantry products follow this with 747 reviews and a higher average rating of 3.55. This suggests better customer satisfaction with these items due to their longer shelf life and consistent quality.
While breakfast products have the highest average rating, at 3.8, though they have fewer reviews, fresh fruits and vegetables have the lowest rating, at 2.65, despite receiving 444 reviews.
Grocery is the Top Reviewed Simple Truth Sub-Category on Kroger
Grocery leads with 735 reviews, indicating that everyday pantry staples are the most frequently purchased and discussed. These products, such as grains, canned goods, and packaged foods, are used regularly, leading to higher engagement and more customer feedback.
Dairy & Eggs, with 433 reviews, also receive significant attention. Dairy products like milk, cheese, and yogurt are staple purchases, and customers often review them based on freshness, taste, and packaging. Since eggs and dairy have shorter shelf lives, shoppers may be more inclined to leave feedback on quality and consistency.
The Salad category, with 365 reviews, shows strong interest in healthy, ready-to-eat options. Pre-packaged salads and fresh greens appeal to health-conscious consumers looking for convenience, but their perishable nature can also lead to mixed reviews based on freshness and quality.
Simple Truth All Natural Sour Cream is the Most Reviewed Product on Kroger
Kroger’s Simple Truth products are popular among customers seeking healthier food options, as reflected in the high number of reviews for natural and organic items.
The All Natural Sour Cream, with 110 reviews, leads the pack. This indicates a strong customer preference for clean-label dairy products. Consumers likely appreciate its simple ingredients and quality, making it a trusted choice for cooking and snacking.
Other highly reviewed items, such as Organic Unsweetened Applesauce (99 reviews), Seedless Raisins (94 reviews), and Cage-Free Brown Eggs (80 reviews), reflect the growing demand for organic and natural foods.
Applesauce and raisins cater to families and health-conscious shoppers looking for nutritious, no-added-sugar options. The popularity of cage-free eggs suggests that ethical and sustainable sourcing is vital to customers.
The Baby Spring Mix, with 68 reviews, highlights the increasing interest in fresh, healthy produce. As consumers focus on plant-based diets and whole foods, pre-washed and ready-to-eat salads offer convenience without compromising on health benefits.
These products show that Simple Truth successfully meets consumer demand for healthier, more natural choices. By offering organic, non-GMO, and ethically sourced items, Kroger ensures that shoppers can access high-quality, nutritious foods at affordable prices.
Conclusion
Kroger’s Simple Truth brand demonstrates how analyzing customer shopping behavior and leveraging personalized marketing campaigns can drive success in e-commerce. By offering a mix of organic, natural, and affordable products, Kroger meets the needs of health-conscious and budget-focused shoppers.
For brands looking to succeed in e-commerce, personalization is no longer optional—it is essential. Consumers expect relevant product recommendations, targeted promotions, and seamless shopping experiences.
MetricsCart provides data-driven insights that strengthen pricing optimization strategies and enable you to create tailored marketing campaigns that can improve engagement, increase conversions, and differentiate themselves in a highly competitive market.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
Monitor Your Product Listings with MetricsCart!
