The Kroger company has announced that its private brand sales in 2020 grew to $26.2 billion, a new record for the company, and its Simple Truth brand reached $3 billion in the sales for 2020.Kroger said the Simple Truth brand grew 18% in sales in the 4th quarter while its Private Selection sales saw 20% growth during the same time. Plant-based products were a major part of Kroger’s private label success as 1.4 million households purchased a plant-based Simple Truth product. Kroger launched 53 new plant-based items under the Simple Truth banner in 2020. In total company sales, Kroger saw $132.8 billion in sales for 2020, a rise of 8.4% over its $122.3 billion in sales the previous year.