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.”

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By GlobalData