Kroger’s Easy Reality simply hit 10-years, and in keeping with the corporate, the natural and free-from model has generated over $3 billion in income up to now.
There are at present greater than 1,500 Easy Reality objects, together with meals, family, and sweetness merchandise, which Kroger mentioned are free from undesirable components, together with greater than 101 synthetic colours, flavors, preservatives, and sweeteners. The model’s merchandise additionally comprise no synthetic components and embody minimally processed, naturally raised meats which can be fed a 100% vegetarian food regimen with out antibiotics or added hormones.
Easy Reality licensed natural alternatives are produced by natural growers and handlers licensed by companies and organizations accredited by the U.S. Division of Agriculture and are free from artificial fertilizers and genetic engineering, the corporate mentioned.
Kroger launched Easy Reality after figuring out that its clients needed a less complicated means to buy free from and natural merchandise, Juan De Paoli, vice chairman of Our Manufacturers, mentioned in a press release.
The “most beloved” Easy Reality objects of the last decade, the corporate mentioned, embody natural garbanzo beans; combined berry granola; natural apple juice; natural creamy peanut butter; natural entire white mushrooms; pure cage free giant brown eggs; natural combined greens; unique vegetable chips; natural 100% entire wheat penne rigate; and natural child spring combine.
Greater than half of Kroger’s clients, representing greater than 30 million households, buy Easy Reality objects, the corporate mentioned.
The evolution of the Easy Reality model contains the launch of extra plant-based objects. Among the many 33 alternatives launched in 2021, as an example, are Cheez-cakes and chocolate chip cookie, sugar cookie, and brownie baking mixes made with upcycled okara flour, together with Chick’n Poppers and Mac n’Cheez.
Kroger additionally launched the Easy Reality Emerge model of plant-based meats in 2020, which the corporate mentioned is meant to convey extra inexpensive costs to the phase. Choices embody patties and grinds.
Transferring ahead, Kroger mentioned it intends to speed up the expansion of Easy Reality to drive innovation and differentiation. “It will allow us to capitalize on the premiumization and pure and natural traits we’re seeing at present,” the corporate famous in its 2021 Reality E book.
Whereas Easy Reality continues to increase and evolve, the model has not been freed from points. In 2014, as an example, a lawsuit charged that Easy Reality deceived clients by claiming its rooster merchandise have been humanely raised when the animals have been really raised beneath customary business farming, in keeping with information studies. Kroger denied the declare.
As well as, a California advocacy group final 12 months charged in a lawsuit that a number of meals objects Kroger sells beneath its retailer manufacturers, together with Easy Reality, comprise harmful ranges of lead, in keeping with information studies. A Kroger spokeswoman mentioned on the time that the corporate usually doesn’t touch upon litigation, nevertheless it stands behind its merchandise.
The corporate may even be offering clients with particular affords to assist commemorate the anniversary of the natural and free-from model, together with the chance to earn 10 occasions the factors in the direction of gasoline financial savings when buying Easy Reality merchandise with a digital coupon from Jan. 18 to 31 and a 5X digital occasion for pure and natural objects.
