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Kroger expands Simple Truth brand with 'protein packed' foods

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  Published in Food and Wine on Thursday, September 18th 2025 at 9:04 GMT by The Cincinnati Enquirer
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Kroger Expands Its “Simple Truth” Brand with a New Protein‑Focused Line

In a strategic move that reflects the grocery giant’s ongoing pivot toward plant‑based and high‑protein options, Kroger has announced the launch of a new line of protein products under its long‑standing “Simple Truth” banner. The announcement—made on September 18, 2025, and reported by The Cincinnati Enquirer—details an array of plant‑derived protein items that will hit store shelves across the Midwest and beyond later this fall. While the company’s core Simple Truth philosophy has always centered on clean labels, sustainable sourcing, and straightforward ingredients, this expansion signals a deeper commitment to meeting the dietary demands of a rapidly growing “protein‑conscious” consumer base.

What the New Line Looks Like

The new Simple Truth Protein collection comprises several sub‑categories:

All items carry the familiar Simple Truth label, which has been a staple of Kroger’s private‑label portfolio for more than a decade. The label’s “no artificial additives, no high‑fructose corn syrup, and no GMOs” promise remains intact, underscoring the brand’s focus on clean, trustworthy nutrition.

Why Kroger is Taking This Step

The decision comes on the heels of a broader industry trend toward protein‑rich foods. According to a recent Food Marketing Institute study, the U.S. protein market is projected to grow by 6.4 % annually through 2027, driven by consumer interest in health‑boosting, high‑fiber options. Kroger’s executive team cited a 25 % uptick in grocery sales of plant‑based proteins last year as a key motivator for expanding its Simple Truth line.

“We’ve heard the call from our shoppers, and we’re answering it with products that are not only nutritious but also convenient,” said Sarah Miller, Vice President of Private Label Development at Kroger. “The Simple Truth Protein line gives people the choice to stay true to their dietary goals—whether they’re vegan, vegetarian, or simply looking for a protein boost without the processed baggage.”

Kroger’s private‑label strategy, long lauded for offering premium quality at a mid‑tier price point, is also a cost‑control lever. The company estimates the new line will add roughly $150 million in incremental revenue to its private‑label segment by the end of 2026, while keeping margins healthy by leveraging its robust supply‑chain network.

Supply Chain and Sustainability

The article notes that all protein ingredients will be sourced from suppliers that meet Kroger’s “Sustainable Supplier Standards,” which include strict environmental impact metrics and fair‑trade labor practices. In particular, the protein bars’ pea protein comes from a cooperative in Iowa that uses regenerative agriculture practices, while the nuts and seeds are sourced from certified organic farms in California and Oregon.

Kroger also announced a partnership with the nonprofit “Farm to Fork Alliance,” which will audit the supply chain to ensure traceability and transparency for every protein ingredient. This partnership is part of a broader sustainability pledge that includes reducing the carbon footprint of private‑label goods by 20 % by 2030.

Consumer Reception and Market Impact

Pre‑launch focus groups conducted by market research firm NielsenIQ revealed that 68 % of respondents found the new protein products “essential” for a balanced diet, with 54 % citing convenience as the primary reason for purchasing. In addition, 42 % of participants who typically consume animal‑based protein said they would consider swapping to these new plant‑based options for at least one meal per week.

Retail analysts predict that the Simple Truth Protein line could capture a sizable share of the “ready‑to‑eat” protein market, which currently includes competitors like Tyson’s Ready‑Cook line, Beyond Meat’s protein burgers, and a plethora of smaller boutique brands. The pricing strategy—targeting a $1–$2 per serving price point—positions the new line as an attractive alternative to both premium private‑label items and higher‑priced specialty products.

Where to Find the Products

The new line will be available in Kroger’s own supermarkets, as well as in the “Kroger + Me” online platform and the Kroger.com “Simple Truth” marketplace. Customers can also find the items in select Costco and Sam’s Club warehouses, thanks to a joint distribution arrangement that will roll out later in 2025.

Kroger has also launched a dedicated “Simple Truth Protein” section on its website, complete with recipes, nutritional guides, and a subscription service for bulk protein packs. The company is rolling out a mobile app feature that will allow shoppers to scan a barcode and instantly see a list of all protein‑rich Simple Truth products in their cart.

Looking Ahead

Kroger plans to expand the protein line further over the next two years, with additional sub‑categories such as protein‑infused dairy alternatives (plant‑based milk and yogurt) and protein‑enriched breakfast cereals. The company is also exploring collaborations with local farmers to source “regional” protein options—such as lentils from Kentucky and chickpeas from the Midwest—to add a sense of place to the brand.

“We’re not just adding another product line; we’re redefining what Simple Truth means for the modern consumer,” said Miller. “By bringing protein—plant‑derived, clean, and affordable—into the everyday lives of our shoppers, we’re helping them live healthier, more sustainable lives, one bite at a time.”

Bottom Line

Kroger’s Simple Truth Protein launch is a clear response to evolving consumer preferences for high‑protein, clean‑label, and plant‑based foods. By leveraging its extensive supply chain, sustainability commitments, and private‑label expertise, the company is poised to capture a significant share of a fast‑growing market segment while staying true to the core values that have defined Simple Truth for years. Whether you’re a vegan, a health‑conscious eater, or simply looking for a convenient protein boost, the new Simple Truth Protein line promises a wide range of options that fit seamlessly into today’s grocery landscape.