As more people are veering toward a more healthier nutrition plan, one supermarket chain is looking to add more muscle-building choices to his shelves. Kroger, which has more than 2,700 stores in 35 states, has announced the expansion of its protein portfolio, with plans to add 80 new products under several labels, including its Simple Truth natural and organic brand. The move comes as more and more Americans are basing the nutritional needs on their health and fitness goals.
Ronald Sargent, Kroger’s chairman and interim CEO, last week announced the upcoming rollout during the company’s fiscal 2025 first-quarter earnings report. He emphasized protein as being one of the key consumer trends that are helping drive product innovation.
“Our Brands is creating new products that support customers’ healthier eating habits; earlier this year, we identified protein as a major customer trend,” Sargent said during a conference call with analysts.
The new offerings will include bars, powders, RTG shakes, and other protein-heavy products created to meet growing demand for healthier options.
View this post on Instagram
Kroger Is Adapting to Fitness-minded Customer Base
Kroger, which also announced plans to close 60 stores throughout the United States by 2026, saw a 3.2% rise in sales, sparked by growth in its Our Brands, which include its high-quality lines Simple Truth and Private Selection Sargent noted the company’s commitment to providing high-quality, value-driven products for a broad range of customers.
“This growth opportunity could accelerate further in coming years,” Sargent said, underscoring the strong quality and value Our Brands delivers. He also linked the focus on high-protein products to broader health trends, including consumers using GLP-1 medications for weight management. “The best part about Our Brands is that it differentiates us from our competitors,” he explained. “There’s only one place you can get the Kroger brand or Simple Truth or Private Selection—all exclusively at Kroger.”
In recent months, Kroger, which features bulk bags of chicken and shrimp and other protein items popular with health-obsessed Americans, introduced new items including muffins, salad kits, kettle-style chips, salad dressings, and an organic mushroom tea, further enhancing its private label assortment.