By launching its own brand.
While the supermarket chain already sells its own line of cage-free eggs under store brands “Simple Truth” and “Simple Truth Organics,” the new “Kroger Cage-Free Eggs” will be cheaper in comparison to competitors.
“This offering is for customers looking for a more affordable cage-free option and will be less expensive than most cage-free eggs available today,” a Kroger spokesperson told Fortune. “We are able to keep the price down by leveraging our scale and packaging the product in a more standard printed carton instead of a more costly upscale label carton that specialty eggs are typically sold in.”
Prices will vary by region, though Cincinnati.com spotted a dozen eggs in a Michigan township for $2.49, about a dollar more than Kroger’s standard store-brand eggs.
Kroger considers itself a leader in the cage-free sector. The press release stated that last year, 15% of the eggs it sold were cage-free, which is 6% higher than the industry average. And earlier this year, following the lead of other food industry giants, Kroger pledged to reach a 100% cage-free supply chain by 2025.
The eggs are already on shelves nationwide and will also be available at Kroger subsidiaries—including Ralphs, Fred Meyer, Fry’s, and King Soopers—under those grocery store brand names.