Kroger’s King Soopers division has launched in Denver, Colorado in June, a new natural and organic product. It is an e-Commerce shopping service called KingSoopers.com/LiveNaturally, open to King Soopers customers who live in and around the Denver metro area, offering more than 36,000 natural and organic products.

“KingSoopers.com/LiveNaturally 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,” said Kevin Dougherty, Kroger’s group vice president of digital and Vitacost.

The new website utilizes 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 said it will test and learn in the Denver market before replicating the experience in other markets.

King Soopers, Colorado’s own full-service retail grocery chain, now operates 145 stores and 73 fuel center locations. In its first quarter 2015 results, Kroger posted 5.7% supermarket sales growth (excluding fuel) and operated over 2,600 supermarkets and 780 convenience stores.