US retailer Kroger has announced the launch of a “more affordable” own-label line of cage-free eggs in its stores.
Kroger’s vice-president of corporate brands Gil Phipps said: “More customers are looking for an affordable cage-free egg option. Our goal is to help our customers migrate to the cage-free category by offering an affordable alternative to conventional eggs.”
Kroger, which offers cage-free eggs under its Simple Truth and Simple Truth Organic private labels, said 15% of the eggs it sold in 2015 were cage-free, “compared to the industry average of 9%”. In March, Kroger said its goal “is to transition to a 100% cage-free egg supply chain by 2025”.
Mel Bomprezzi, the company’s vice-president of grocery merchandising, said to “ensure a smooth transition by 2025, we need to start attracting customers to cage-free eggs now”. Bomprezzi added: “We remain committed to working with our suppliers during this transition in a way that ensures eggs are readily available, safely produced, and affordably priced for all of our customers.”
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData