|CINCINNATI, Sept. 6, 2016 /PRNewswire/ — The Kroger Co. (NYSE: KR) today announced a new, more affordable corporate brand line of cage-free eggs.
“Kroger-brand Cage-Free Eggs are now available in our family of stores nationwide,” said Gil Phipps, Kroger’s vice president of corporate brands. “More customers are looking for an affordable cage-free egg option. Our goal is to help our customers migrate to the cage-free category by offering an affordable alternative to conventional eggs.”
Kroger has been a leader in cage-free eggs for many years. The company also offers cage-free eggs under its popular Simple Truth and Simple Truth Organic brands. In 2015, 15% of the eggs Kroger sold were cage-free compared to the industry average of 9%.
In March, Kroger announced its goal is to transition to a 100% cage-free egg supply chain by 2025.
“In order to ensure a smooth transition by 2025, we need to start attracting customers to cage-free eggs now,” said Mel Bomprezzi, Kroger’s vice president of grocery merchandising. “We remain committed to working with our suppliers during this transition in a way that ensures eggs are readily available, safely produced, and affordably priced for all of our customers.”