Kroger adds more affordable cage-free egg line

The Kroger Co., Cincinnati, said it launched a more affordable line of private brand 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 also offers cage-free eggs under its Simple Truth and Simple Truth Organic brands. In 2015, 15 percent of the eggs Kroger sold were cage-free, compared to the industry average of 9 percent. In March, Kroger announced its goal is to transition to a 100 percent 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."