Simple Truth

The Simple Truth at Lucky’s Market


Good food for all. From day one that has been our goal. Making healthier food accessible to more people isn’t just our job. It is our purpose. That’s why we are proud to offer Simple Truth and Simple Truth Organic products here at Lucky’s. They are natural, organic, delicious, and affordable. That’s what we call a real win-win-win-win.

Lucky’s Market is now carrying Simple Truth products at select locations. Customers have wanted a simpler way to shop for organic and natural products, and we totally get it. Our goal has always been to make it easier to find affordable & delicious foods that can be enjoyed the way nature intended.

These foods provide a simple, uncomplicated and trustworthy solution to the challenge of simply better living. You’ll find Simple Truth items throughout the store during your everyday shopping trips. Our wide range of products with easy-to-spot packaging take the chore out of selecting organic, free from, and natural foods.Look for Simple Truth products in our Grocery and Meat & Seafood departments or in our Kitchen.

A: Starting in August, we will sell Simple Truth and Simple Truth Organic products in all of our Lucky’s stores across the country. This is part of our larger private label program and goal to offer our customers more options at affordable prices.

A: As you know, in 2016 Kroger and Lucky’s entered into a partnership agreement. For the past three years Lucky’s has been working to leverage this partnership to reduce prices on the products we sell and better serve our communities. For example, this past year we began sourcing produce through this agreement, and this has allowed us to improve quality and reduce prices. We have also sold Simple Truth and Simple Truth Organic products in our Florida and Georgia stores this past year and have received a very positive response from our customers.

A: These products will work their way into dairy, frozen, grocery and meat sets by August 2019.



Simple Truth and Simple Truth Organic products are high-quality natural and organic products that are produced by Kroger. They are free from more than 101 artificial ingredients and recognized on the national level as top-quality products.

A: Yes, Simple Truth Organic products meet the standards set by the National Organic Program. These products meet or exceed the standards we set for Lucky’s Market branded items. We are proud to stock these quality products at affordable prices and offer our customers even more choices.

A: Our mission is to make more healthful foods more affordable to more people, and this allows us to secure products at a lower price and then pass those savings along to our customers. It’s a win-win for all and Good Food For All.

A: Great news – Yes! You as Team Members, will enjoy an additional 20% off all items that are not already on sale. Team members will now also be able to use the employee discount on a larger variety of Lucky’s brand products, as these too are now priced to qualify for your discount. Good Food For All means good food at great prices for team members as well!

A: Some, but not many. We have removed a few national brands to make room, but these new Simple Truth products will offer better value to our customers.

A: Yes, we will still sell a large selection of our own Lucky’s “Never Ever” brand of private label products, but we will be replacing Lucky’s brand organic products with Simple Truth Organic.

A: No. This decision was ours alone and based on the success we have had selling Simple Truth products over the past year. Lucky’s maintains the same level of autonomy we always have; we now just have more tools than ever to bring our mission (of bringing more good food at affordable prices to more people) to life.


The Simple Truth About “Free From”


Throughout our stores, you’ll find a range of products proudly displaying a “Free From” badge. That’s because we take a lot of pride in what doesn’t go into them. Whenever you see “Free From”, you can safely know that those products are free from over 101 artificial preservatives and ingredients.


Acesulfame-K (acesulfame potassium)
Ammonium chloride
Artificial colors (Synthetic and FD&C Certified)
Bentonite (acceptable in supplements)
Benzyl Alcohol
BHA (butylated hydroxyanisole)
Bromated flour
Calcium bromate
Calcium peroxide
Calcium stearoyl-2-lactylate
Certified colors
DATEM (diacetyl tartaric and fatty acid esters of mono and diglycerides)
Disodium calcium EDTADisodium guanylate (GMP)
Dimethylamylamine (DMAA)
Erythorbic acid
Ethanol, ethyl alcohol, except that which is used as a natural flavor carrier
Ethylene oxideFD&C colors (food dye & color)
Hexa-, hepta- and octa-esters of sucrose
Hydrogenated/partially hydrogenated fats & oils
Methylene chloride
Modified food starch (acceptable if not chemically modified)
Monosodium glutamate (MSG)
Potassium bisulfate
Potassium hydroxide
Potassium nitrate or nitrite
Propionates (calcium and sodium)
Propylene oxide
Sodium aluminum phosphate
Sodium benzoate
Sodium diacetate
Sodium glutamate
Sodium nitrate/nitrite
Sodium sterol lactylate
Sodium sulfite
Sorbic acid
Sulfites (Sulfur dioxide), acceptable if naturally occurring, 3.g., vinegar
TBHQ (tertiary butylhydroquinone)
Trans fatty acids