Dive Brief:
- Kroger announced on Wednesday a protein-focused extension of its top-selling private label line, Simple Truth.
- Simple Truth Protein includes over 80 high-protein meals and snacks and marks the grocer’s largest product expansion to date, according to Ann Reed, group vice president of Kroger’s Our Brands.
- Kroger continues to use its Simple Truth private brand to remain up to date with consumer trends and values.
Dive Insight:
Protein-dense diets, recipes and food products have been a growing trend in the food industry for well over a year, appearing on social media and gaining more shelf space at grocery stores, including Kroger’s.
The grocer’s Simple Truth Protein products include frozen meals, beverages, chips and desserts that offer protein boosts. Products include French toast sticks, instant mushroom coffee and fudge brownie mix, according to the press release.
The company noted that the Simple Truth private label brand will continue to grow, but did not specify if this will include adding more protein-packed products.
In recent years, Kroger has leaned on this private label brand to show it is in touch with consumers’ priorities. In 2021, the company announced it would sell carbon-neutral, cage-free eggs under its Simple Truth line as part of a partnership with Kipster Farms. Two years later, Kroger announced the private brand added two upcycled-ingredient breads to its product lineup in an effort to offer more sustainable items.
Kroger is also using its private label offerings to remain trendy with its shoppers. In April, the grocer announced the addition of several items, including instant mushroom tea, restaurant-style Italian dressing and kettle-style tortilla chips in a Hatch chile flavor. At the time, Kroger said it was on track to launch over 900 new items this year.
Kroger’s store brands accounted for over $32 million in sales last year, according to the grocer’s annual report. In addition, Kroger’s store brand sales are outperforming name brand sales, with Simple Truth and Private Selection, another private label line under Kroger’s Our Brands umbrella, leading the charge, interim CEO Ron Sargent recently told investors.
