King Soopers Launches Organic e-Commerce Website

To meet rising demand for convenience and healthy living, The Kroger Co. and its King Soopers division launched KingSoopers.com/LiveNaturally, a natural and organic e-commerce website.

Open to King Soopers customers who live in and around the Denver metro area, and offering more than 36,000 natural and organic products, KingSoopers.com/LiveNaturally provides the convenience of online shopping for a variety of healthy living products while virtually extending the product selection. Every product is free from more than 101 artificial ingredients and preservatives that many customers prefer 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," said Russ Dispense, King Soopers president. "It has never been easier for King Soopers customers to shop online for thousands of natural and organic products."

Kroger called the e-commerce website the next step in its effort to make seamless, omnichannel shopping a reality for its customers.

"King Soopers has a long heritage of leading in the natural and organics space, so we are excited to launch our pilot in Denver. 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 VP 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 e-commerce companies in the nutrition and healthy living market. Kroger completed its merger with Vitacost.com in August 2014.

The company said it will test in the Denver market before replicating the experience in other markets.

Opened in 1947, King Soopers operates 145 stores and 73 fuel center locations throughout Colorado.