Dive Brief:
- Kroger has unveiled a new protein-focused extension of its popular private label line, Simple Truth. This new line, called Simple Truth Protein, includes over 80 high-protein meals and snacks, making it Kroger’s largest product expansion to date.
- Ann Reed, group vice president of Kroger’s Our Brands, highlighted that Simple Truth Protein reflects the grocer’s commitment to staying current with consumer trends and values.
Dive Insight:
Protein-rich diets and products have been on the rise in the food industry for some time now, with Kroger’s Simple Truth Protein line catering to this growing trend. The range includes frozen meals, beverages, chips, and desserts designed to provide protein boosts.
Kroger’s dedication to expanding its Simple Truth private label brand showcases its alignment with consumer priorities. The company has previously introduced carbon-neutral, cage-free eggs and upcycled ingredient breads under the Simple Truth line to offer more sustainable options.
In addition to sustainability efforts, Kroger is also focused on staying on-trend with its shoppers by regularly adding new items to its private label offerings. Recent additions include instant mushroom tea, Italian dressing, and unique tortilla chip flavors.
Kroger’s store brand sales have been strong, with Simple Truth and Private Selection leading the way. Interim CEO Ron Sargent noted that these private label lines are outperforming name brand sales, reflecting Kroger’s success in meeting consumer demand.