Kroger is expanding its Simple Truth brand with on-trend products such as dairy-free fruit bars.

CINCINNATI — The Kroger Co. is expanding its Simple Truth brand with the launch of such items as organic sports drinks and sparkling coconut waters, fruit and nut bars and meatless entrees. Since the brand’s introduction in the fourth quarter of 2012, it has grown to offer more than 1,400 products across multiple categories, including grocery, meat, produce, deli and bakery.

Robert Clark, senior vice-president of merchandising for Kroger

“We’re proud of the high-quality ingredients that go into our Simple Truth products,” said Robert Clark, senior vice-president of merchandising. “We’re equally proud of what’s not in these foods. Simple Truth products are free from 101-plus artificial preservatives and ingredients. Instead of G.M.O.s and antibiotics, Simple Truth offers clean labels and fantastic flavors.

“Kroger has led the way for more than a decade in making natural and organic products more mainstream and accessible. We’ve always believed that our customers shouldn’t have to pay higher prices just because a product is natural or organic. The truth is, we’ve always been affordable.”

The retailer plans to continue innovating and introducing new items this year that align with consumer trends, including in growing categories such as beverage, snacking and plant-based protein.

Simple Truth products may be purchased through Kroger's ClickList grocery pick up program.

In Kroger’s most recent quarter, store brands comprised more than 28% of unit sales and nearly 26% of sales dollars, excluding fuel and pharmacy. Simple Truth sales increased 19% during the quarter.