Something we’ve mentioned many times over the last year or so is the rise in protein-packed foods and ready-to-drink protein supplements, so much so that, compared to previous years, those categories and formats are exploding. We’ve seen more advanced innovation in these areas than ever before from multiple markets around the world, and even more interestingly, a lot on the mainstream level, which is what we’ve got here.
The supermarket Kroger is set to launch 80 new protein products under The Simple Truth, one of its many house brands. The expansion follows the company’s own identification of protein as a trend, and it is talking about all kinds of formats, including protein bars, more protein powders, and ready-to-drink protein shakes. They will also keep with the brand’s usual traits of being entirely natural and relying on quality organic standards.
The total number of items Kroger and The Simple Truth have put out there is quite impressive, as 80 is not an amount you’ll see most sports nutrition companies hit, let alone a brand that’s as spread out as The Simple Truth. It doesn’t sound like the team will be waiting around either, as that hoard of 80 protein-based products is arriving soon, so for Kroger shoppers, look out for a wave of protein offerings bearing the Simple Truth name.
