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