Kroger Launches Simple Truth Protein Line
A growing number of consumers are boosting their daily intake of protein, as an enhanced emphasis on health, fitness, and specific dietary goals are key factors driving this trend.
With this in mind, Kroger has expanded its private label assortment with the launch of its Simple Truth Protein line. The exclusive collection of more than 80 protein-packed products features affordable meals and snacks that are free from unwanted ingredients such as artificial colors, flavors, and preservatives.
"Simple Truth Protein is Kroger's largest product expansion for the brand yet, designed to support customers who are prioritizing wellness and protein in their diets," said Ann Reed, group vice president of Our Brands at Kroger. "By combining quality and affordability, these products highlight Kroger's commitment to Our Brands innovation and to meeting customers' protein needs without the premium price tag."
Offering everything from on-the-go convenience and workout recovery to heat-and-eat meals and pantry staples designed to support balanced routines, the line is comprised of registered dietitian-approved products:
- Simple Truth Protein French Toast Sticks: A timeless breakfast classic made with cozy cinnamon.
- Simple Truth Protein Instant Decaf Coffee - 7 Superfood Mushroom Blend: The decaf mushroom blend is made with pea protein.
- Simple Truth Protein Jalapeno Cheddar Protein Puffs.
- Simple Truth Protein Cacio E Pepe Chicken Bowl: Grilled chicken with fresh pasta in a peppercorn sauce, this protein-packed bowl is perfect for on-the-go dinners.
- Simple Truth Protein Chocolate Fudge Brownie Mix.
The launch of Simple Truth Protein comes just days after Kroger officials reported its private label assortment continued its trend of strong growth in the second quarter. The grocer’s CEO Ron Sargent said Our Brands sales growth outpaced sales of national brands.
“Our Brands offer unique products with high quality and represent a point of differentiation for Kroger,” he said. “Simple Truth and Private Selection brands again led our growth. Looking ahead, we see Our Brands as a critical strategic asset, helping us grow sales and build loyalty with customers.”