Kroger’s King Soopers extend organic, omnichannel reach

CINCINATTI — Kroger’s King Soopers division is tapping into consumers’ growing appetite for food delivery and natural and organic products with a new digital initiative.

The company has launched a new website that offers over 36,000 natural and organic products for customers who live in and around the Denver metro area. Every product is free from more than 101 artificial ingredients and preservatives that many customers prefer to be left out of products.

"Increasingly, our customers are looking for more simple, convenient and relevant ways to shop, whether it's in-store, on our website or on their mobile devices," Russ Dispense, King Soopers president, said.

Kroger said the eCommerce website is the next step in its effort to make seamless, omnichannel shopping a reality.

The new website uses the technology platform and ship-to-home fulfillment network of Vitacost.com, one of the largest pure eCommerce companies in the nutrition and healthy living market. Kroger completed its merger with Vitacost.com in August 2014.

The company will test the Denver-area website a prototype before replicating the experience in other markets.

"King Soopers has a long heritage of leading in the natural and organics space, so we are excited to launch our pilot in Denver,” Kevin Dougherty, Kroger's group VP of digital and Vitacost, said.

The new website “extends the in-store shopping experience to create a true 'endless aisle' experience with ship-to-home service for thousands more healthy foods, vitamins, minerals and supplements than are available in our stores today," he said.