US retailer Kroger has consolidated its Naturally Preferred and Private Selection private- label ranges into one.

The two labels will now feature under one banner, named Simple Truth.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Discover B2B Marketing That Performs

Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.

Find out more

In a message on the retailer’s website, the company said: “Naturally Preferred and Private Selection Organic are switching to Simple Truth. So now you can look for one name.”

Packaging for the brand comprises a green circle highlighting the name. The website also lists ingredients not contained in the product line.

Officials at Kroger could not be reached for further comment.

Earlier this month, Kroger raised its full-year earnings guidance after booking an increase in first-half profits.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - The Benefits of Entering

Gain the recognition you deserve! The Just Food Excellence Awards celebrate innovation, leadership, and impact. By entering, you showcase your achievements, elevate your industry profile, and position yourself among top leaders driving food industry advancements. Don’t miss your chance to stand out—submit your entry today!

Nominate Now