Kroger challenged over ‘simple truth’ chicken claim
The announcement came after it was claimed the labels deceived consumers by indicating the chickens were raised humanely.
The complaint stated: “Looking to profit from growing consumer awareness of, and concern with, the treatment of farm animals raised for meat production, Kroger engaged in a deceptive and misleading marketing scheme to promote its ‘Simple Truth’ store brand chicken as having been sourced from chickens raised ‘cage-free in a humane environment’.
“In fact, Simple Truth chickens are treated no differently than other mass-produced chickens on the market.”
Spokesperson for Kroger Keith Dailey told Reuters: “What we have on our Simple Truth chicken label is information for our customers that we believe is accurate, and we intend to vigorously defend our label.” He added that the company had yet to review the lawsuit.
