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Kroger’s Simple Truth clears $2 billion in annual sales

BY Michael Johnsen

Kroger announced Thursday its Simple Truth brand has achieved $2 billion in annual sales.

“Simple Truth is a brand that has earned our customers’ trust through clean labels, fantastic flavors and affordability since its launch five years ago,” Robert Clark, Kroger’s senior vice president of merchandising, said. “Simple Truth has become the second-largest brand sold in our stores, and Kroger is proud to have led the way in making this category more mainstream and accessible, feeding our customers’ appetites for natural, organic and free-from products.”

Earlier this month, Kroger launched its largest-ever own brands customer sales promotion, featuring savings on thousands of Simple Truth and Simple Truth Organic items.

The Simple Truth brand now offers more than 1,400 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials, personal care and Fair Trade Certified.

Kroger introduced Simple Truth in its fourth quarter 2012. With the help of 84.51° insights, Simple Truth will continue to innovate and introduce new affordable items in 2018 that align with customer trends, including increasingly popular categories like beverage, snacking and non-animal proteins.

These growing trends have already inspired the Kroger Our Brands innovation team to develop exciting new items like Simple Truth Organic sports drinks, Simple Truth Organic sparkling coconut waters, Simple Truth fruit and nut bars and Simple Truth meatless entrees.

Simple Truth products are exclusive to the Kroger Family of Stores and customers can purchase the brand in a variety of ways: in a store; through ClickList; or Vitacost.com for ship-to-home delivery.

“If our brands were on the Fortune 500, it would rank No. 138,” Clark said. “Our brands [are] shaping the way we are redefining the customer experience as outlined in our Restock Kroger plan.”

Earlier this month, the Cincinnati retailer announced it is also investing an incremental $500 million in human capital over the next three years as part of its Restock Kroger plan. Kroger announced last week that they are actively recruiting experienced retail and digital and technology talent for new and open corporate and store management roles across its family of companies.

 

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Fetch My Pet app personalizes content for pet owners

BY Gisselle Gaitan

Fetch Labs, creators of the Fetch My Pet iPhone app have curated content designed specifically for pet owners. The product along with the new Discover feature provide exclusive deals on products, services and geolocation activities for users.

“As we charge ahead toward our mission of becoming the go-to resource and community for pet parents, Discover is the next step in our journey,” Greg Tariff, CEO and Co-Founder of Fetch Labs, said. “The pet tech landscape is evolving drastically, as a wide variety of pet brands, from Nestle Purina and Mars Petcare, to Bark & Co, work to engage pet parents. Discover gives pet parents an engaging experience with what they want: new and fun things they can do with their furry friends, and information on topics pertinent to keeping their pets healthy and active.”

Discover also will provide new themes for pet owners, ranging from “Popular Vacation Spots for You and Your Pet” to “DIY Pet Treat Recipes,” several times per week. This information will be serviced from Fetch Labs’ team of dogs and cats, along with that of humans and smart technology, the San Jose, Calif.-based company said.

Fetch My Pet is currently available for download on iOS devices via the app store. Further product information can be found on the company’s website.

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GMDC upgrades GM Hierarchy research tool

BY Michael Johnsen

The Global Market Developmenter Center on Wednesday joined Nielsen and Retail Insights in launching an upgraded GM Hierarchy research tool for a more intuitive user experience and deeper levels of analytics across multiple categories.

“When we launched this powerful tool for our members five years ago, we did so with a goal to connect our members to developing GM industry trends,” Patrick Spear, GMDC president and CEO, said. “Our new dashboard is simple, easy to navigate and remains an invaluable resource for retailers and suppliers as they access sales information at our events, develop future strategies to deepen trading partner relations and curate the right mix of SKUs to grow retail sales and profit margins.”

The updated platform offers a single resource for accessing deep levels of data to gauge channel activity and sales trends by each quarter. L1 category data provides top line category information used to track macro trends, while subcategory L2 and segment L3 offers a more detailed view into segmentation and item specifics. There are now multiple options for downloading data tables, seasonal charts and market share graphs for further analysis or for importing into customized presentations.

“When we launched this powerful tool for our members five years ago, we did so with a goal to connect our members to developing GM industry trends.”

“The GM Hierarchy offers our organization a comprehensive view to better understand shopping trends and compare our performance to the total retail market. Anything that puts us closer to our customers is crucial as we seek insights into the basket,” Rick Cicero, director merchandising at C&S Wholesale, said. “The rich data helps my team make decisions, ask questions, and execute next-practices.”

GMDC, Nielsen and Retail Insights launched the proprietary tool in mid-2012 to offer GMDC members the first standardized and detailed look into the $202 billion GM industry. The platform showcases 18 major categories including apparel, baby, candy and housewares with hundreds of sub-categories. The Nielsen coded data, which is reported from thousands of stores across the North American market, can be filtered by various channels for comparison, and includes more than 20 million SKUs.

“For wholesalers with the unique challenge of choosing and stocking products, the data provides a clear perspective on relative category and subcategory size and performance trends they cannot get anywhere else,” Jeffrey Williams, senior vice president retail business development Nielsen, said. “Through true collaboration, we’re equipping GMDC members with the data they need to make data-fueled decisions to help prioritize goals, highlight the top performers, and track underperformers. For suppliers, the data helps them defend a position, allowing sales managers to identify opportunities with customers. Accurate trends across sub-categories enhances partner engagement to accurately compare current product offerings to other sub-categories in the midst of prioritization product development decisions.”

The GMDC/Nielsen GM Hierarchy is powered by Retail Insights who offer a number of resources to maximize the user experience including a user manual, how-to-guide and training tutorial.

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