Kroger is shaking up the protein aisle with its biggest Simple Truth™ launch yet—80+ products that blend convenience, flavor, and wellness. Here’s what you need to know:
- New Simple Truth™ Protein range: meals, snacks, and pantry staples.
- Over 80 products designed to fit busy, health-focused lifestyles.
- Free from artificial colors, flavors, and preservatives.
- Includes creative picks like protein brownies, mushroom coffee, and jalapeño cheddar puffs.
- Aims to make affordable protein accessible without sacrificing taste or quality.
Protein, but make it simple truth-style
Protein often feels like a buzzword tossed around gyms and grocery aisles—but Kroger wants to make it simple. With its Simple Truth™ Protein line, the retailer introduces more than 80 protein-packed meals and snacks that are not just nutritious but also wallet-friendly.
The star of the show? It’s not one product but a lineup. Think French Toast Sticks with cinnamon spice, Cacio e Pepe Chicken Bowls for quick dinners, mushroom-infused instant coffee, and even protein brownie mix for your sweet tooth.
Kroger says this is its largest brand expansion to date, combining wellness with affordability. Customers can now meet protein goals whether they’re fueling up post-workout, stocking the pantry, or grabbing something tasty for the commute.
What’s in the mix
Here’s a taste of the lineup Kroger rolled out:
- Protein French Toast Sticks – breakfast comfort food, upgraded with protein.
- Protein Mushroom Coffee – a decaf blend with pea protein and seven superfood mushrooms.
- Protein Jalapeño Cheddar Puffs – crunchy, spicy, and protein-rich.
- Protein Cacio e Pepe Chicken Bowl – grilled chicken with peppery pasta.
- Protein Chocolate Fudge Brownie Mix – dessert meets fitness goals.
By making the widest private label protein offering on the market, Kroger positions itself as a go-to for consumers who want both value and nutrition.
Why this matters in the industry
So why should bulk buyers, retailers, or nutrition-focused brands pay attention?
- Consumer demand for protein is soaring across categories—meals, snacks, and beverages.
- Private label dominance: Kroger proves that store brands can compete with (and outprice) national brands.
- Innovation spotlight: unusual combos (coffee with mushrooms and protein, anyone?) show that protein doesn’t have to mean plain chicken breast.
- Market influence: More brands may follow Kroger’s lead, expanding protein across convenience foods.
Fueling wellness, Kroger-style
Kroger’s Simple Truth™ Protein line is more than a product launch; it’s a signal that protein has officially gone mainstream in every meal, snack, and sip of the day. By offering affordable, dietitian-approved options, Kroger bridges the gap between nutrition and accessibility, making it easier for families to stay on track without blowing the grocery budget.
Kroger isn’t stopping with snacks and pantry staples. This fall, it will expand high-protein options with Crave New World, a line of clean-label, single-serve frozen comfort meals (from bison meatloaf to Southwest turkey lasagna), continuing its mission to make convenient, protein-rich foods accessible to all.
Whether you’re a consumer curious about boosting protein or a retailer looking to stock trend-driven products, this launch is a reminder: protein is here to stay, and it’s tastier than ever.
Check out the full Simple Truth™ Protein product page here and see how it can fit into your shelf—or your shopping cart. For more insights, feel free to contact us or explore our range of ingredients and private label solutions!
