CINCINNATI — Kroger Co. has expanded its private label offering with the Simple Truth and Simple Truth Organic brands.

Kroger Co. has expanded its private label offering with the Simple Truth and Simple Truth Organic brands.

Both lines’ products are free from 101 artificial preservatives and ingredients that some customers have said they do not want in their food. Simple Truth Organic products are certified organic by the U.S. Department of Agriculture. Simple Truth includes several USDA-certified natural products, including meat, chicken and eggs.

The launch comes with consumer demand for organic food rising, according to the Organic Trade Association, which notes that 78% of U.S. families — more than ever before — say they are choosing organic food. Together, Simple Truth and Simple Truth Organic include nearly 250 ­products.

"While organic products are available in most conventional grocery stores, our customers told us that labels can be confusing, and there’s a general belief in the marketplace that organic means more expensive," said Mary Ellen Adcock, Kroger’s vice president of natural foods. "At Kroger we understand these challenges, so we’re offering our shoppers the Simple Truth Organic brand, an easy, more clearly labeled and affordable way to buy organic products."

Spanning more than 30 categories, Simple Truth and Simple Truth Organic products provide much of the U.S. population access to reasonably priced “free from 101” items and certified-organic products. Categories include a wide variety of food, such as milk, salads, dried fruit, soda, yogurt, chips and ­quinoa.

All Simple Truth and Simple Truth Organic products are marked with a green circular logo and bear straightforward ingredient statements.