The Kroger Co. said Tuesday it is launching a new line of affordable cage-free eggs. The supermarket chain already offers cage-free eggs under its Simple Truth and Simple Truth Organic brands, and is committed to switching to 100% cage-free eggs 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, in a statement. The new range will be branded Kroger and will be available at all stores nationwide, said the statement. Kroger shares were down about 1% Tuesday, and have lost 23% in the year to date, while the s&P 500 has gained about 6%.
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