Kroger pumps up private label with new protein line

Photo: Kroger

Kroger is jumping on the consumer craze for protein with a new line of private label products focused specifically on that in-demand nutrient.

The retailer’s new Simple Truth Protein line includes 80-plus products that are both high in protein and free from artificial colors, flavors and preservatives. Kroger said that the new products are the largest-ever expansion of its better-for-you Simple Truth brand to date.

Packaging highlights the word “protein” in large font, along with the number of grams of protein printed on the front of the package in a larger font than other nutrients listed. The new Simple Truth Protein Cheddar & Mozzarella Cheese Egg Bites, for example, include 15 grams of protein per serving.

“By combining quality and affordability, these products highlight Kroger’s commitment to [private label] innovation and to meeting customers’ protein needs without the premium price tag,” said Ann Reed, who was recently named group VP of Our Brands at Kroger.

During Kroger’s recent second-quarter earnings call with analysts, the company credited both its Simple Truth and Private Selection lines for driving private label sales growth, which outpaced the sales growth of national brands.

“Simple Truth and Private Selection brands again led our growth,” said Ron Sargent, chairman and CEO during the call. “Looking ahead, we see our brands as a critical strategic asset, helping us grow sales and build loyalty with customers.”

Products in the new Simple Truth Protein line represent a variety of categories, including snacks, workout recovery solutions, heat-and-eat meals, and pantry staples. Examples include:

• Simple Truth Protein French Toast Sticks
• Simple Truth Protein Instant Decaf Coffee—Superfood Mushroom Blend (made with pea protein)
• Simple Truth Protein Jalapeno Cheddar Protein Puffs
• Simple Truth Protein Cacio E Pepe Chicken Bowl
• Simple Truth Protein Chocolate Fudge Brownie Mix

Kroger said it expects to roll out additional products to the line in the future.

The protein trend grows

The Simple Truth Protein line rolls out as consumers increasingly seek out high-protein products and gravitate to protein-focused diets. In fact, the International Food Information Council’s 2024 Food & Health Survey found that a high-protein diet was the most popular dietary regimen among Americans for the third year in a row. The survey also found that 71% of Americans said they are trying to consume protein, up from 67% in 2023 and 59% in 2022.

In a 2025 outlook report from SPINS, the research firm noted the proliferation of high-protein grocery products throughout the store, including snacks, breakfast cereals, and beverages.

“With 9.3% growth, we predict high protein innovation to continue across a wide range of categories—from pantry staples to frozen meals,” the report said.

The high-protein trend has spread throughout the grocery store and is increasingly appearing in foodservice channels as well. This month Starbucks said it is rolling out Protein Cold Foam and a new line of Protein Lattes made with protein-boosted milk and providing between 15 and 36 grams of protein per 16-ounce serving.

The U.S. Food and Drug Administration suggests that adults consume roughly 50 grams of protein per day as part of a 2,000-calorie-per-day diet.