US food retailer Kroger is to expand its organic foods offering this month, with the aim of making it easier and more convenient for customers to find the organic products they want at their local store.


The new organics range is being marketed under the retailer’s exclusive Private Selection brand and will include more than 60 products, including pasta, waffles, tea, peanut butter, snacks and milk. Kroger said that most of the products will be available in its stores by the end of September.


Rather than merchandising the organic range in one place, Kroger is opting to distribute the Private Selection Organic products throughout the stores in the various relevant sections.


“This is an easy way for customers who want to try organic foods to do so at their own pace,” said Linda Severin, vice president of Corporate Brands at Kroger. “Our customers tell us they are interested in trying more organic foods and this expanded assortment is designed to help them do that during their regular shopping visits with us.”


The range will carry the USDA Organic Certified seal, which guarantees that at least 95% of the ingredients used are organic, that is free from antibiotics and growth hormones with no added artificial preservatives or chemicals.


Kroger is the latest major mainstream grocery retailer to expand its organic offering, as the organic boom continues. Wal-Mart announced in January that it was expanding its organic selection, while in February Publix signalled its intention to expand its presence in the natural, organic and health food sector with the launch of its GreenWise Markets speciality stores.