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Smith’s Food & Drug Stores has introduced its newest private label brands - Simple Truth and Simple Truth Organic, which have been created to help customers take the confusion and expense out of selecting organic and natural foods by making the choices honest, easy and affordable.
Currently the new brands offer more than 250 items across 40 product categories found in nearly every aisle including dairy, meat, produce, frozen foods, snack foods, canned fruits and vegetables, cereals and bread.
The Simple Truth products are clearly marked with a green circular logo and have straightforward ingredient statements. The products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their foods, such as aspartame, high-fructose corn syrup and trans fats. A complete list of those ingredients may be found on smithsfoodanddrug.com/ simpletruth. Simple Truth Natural meat, chicken and eggs contain no antibiotics, hormones or artificial ingredients; are minimally processed; and are fed an all-vegetarian diet.
The USDA Organic Seal appears on every Simple Truth organic item and is accredited by the USDA which means products have been produced with methods that mix cultural, biological, and mechanical practices that foster recycling of resources, promote ecological balance and conserve biodiversity.
In addition to scores of new offerings, the Simple Truth private label includes many items previously found under the company’s Naturally Preferred and Private Selection Organic labels.
The launch of these brands comes at a time when consumer demand for organic food is on the rise, according to FMI 2012 U.S. Grocery Shopper Trends, which notes that 78 percent of U.S. families are interested in reading nutrition labels, paying more for organic products, or looking for locally sourced products.
In addition, the report notes that the economy’s effect on long-term consumer behavior shows a shift in customer spending habits include seeking discounts and buying private label brands. “Nearly two-thirds of consumers (64 percent) indicated that they had always been comfortable buying private label or store brands. During the recession, an additional 27 percent, representing 31 million households said that they were comfortable with these brands. More importantly, 14 percent plan to continue their private label behavior post-recession, representing an additional bump up of 16 million households that plan to continue purchasing private label brands in the future.” (FMI 2012 U.S. Grocery Shopper Trends)
“The Simple Truth lines provide a simple, uncomplicated and trustworthy solution to the challenge of simply better living,” said Marsha Gilford Smith’s vice president public affairs. “And they validate that natural and organic foods do not have to be more expensive.”