The Kroger Co. is significantly expanding its Simple Truth® portfolio with the introduction of 80 new protein-rich products. As part of the company’s Our Brands innovation strategy, this launch is designed to align with evolving wellness trends and rising consumer interest in high-protein diets.

Earlier this year, Kroger identified protein as one of the fastest-growing priorities among its shoppers. The new additions to Simple Truth include an array of options, from protein bars and powders to ready-to-drink shakes, are crafted to support active lifestyles and balanced eating.

This product expansion also reflects Kroger’s proactive response to broader health trends, including the increasing awareness around GLP-1 medications and their role in weight management and appetite regulation. The brand is expected to release new products in the coming months.

Image Credit: Scott Habermann