# Private-Label Protein Ranges The Kroger Simple Truth Protein Line Avoids Unwanted Ingredients By Laura McQuarrie | Published 2025-09-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kroger-simple-truth-protein References: [ir.kroger](https://ir.kroger.com/news/news-details/2025/Kroger-Launches-New-Simple-Truth-Protein-Line-with-80-Nutritious-Meals-and-Snacks-Free-From-Unwanted-Ingredients/default.aspx)  More people are looking to get more protein in their diet because it's widely recognized for supporting muscle health, boosting energy, and helping with weight management, and the [Kroger](https://www.trendhunter.com/trends/simple-truth-protein) [Simple Truth](https://www.trendhunter.com/trends/kroger-5) Protein line was developed to share [convenient, nutritious meals and snacks](https://www.trendhunter.com/trends/born-simple) without artificial colors, flavors and preservatives. This exclusive lineup is launching with over 80 products, including Simple Truth Protein French Toast Sticks, a Cacio E Pepe Chicken Bowl, and Instant Decaf Coffee featuring a blend of seven superfood mushrooms and an additional boost from pea protein. Getting enough protein morning, noon, and night can be a struggle, especially with busy schedules, limited time to cook, or a lack of convenient high-protein options. Kroger's Simple Truth Protein solutions cover grab-and-go convenience, heat-and-eat lunches and dinners, replenishing beverages, and even indulgent, protein-forward desserts. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 33% | Activity: 40% | Freshness: 50% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Clean-label Protein Products:** The demand for protein-rich foods without artificial additives is driving the clean-label trend, offering new avenues for health-focused brands. - **Convenient High-protein Foods:** Busy consumers are fueling a demand for convenient, protein-packed meals and snacks that fit into hectic lifestyles. - **Functional Food Innovations:** There is growing interest in functional foods that combine protein with other beneficial ingredients like superfoods, creating multifaceted health products. ### Where This Applies - **Health and Wellness:** As consumers prioritize health, the health and wellness industry is expanding to include more protein-focused products that address dietary goals. - **Food and Beverage:** The food and beverage industry is witnessing a shift towards high-protein offerings that cater to convenience and health-conscious consumers. - **Private-label Brands:** Private-label brands are capitalizing on the protein trend by creating exclusive product lines that rival national brands in quality and innovation. ## Related on Trend Hunter - [Protein-Packed Food Ranges](https://www.trendhunter.com/trends/simple-truth-protein.md) - [High-Protein Grocery Debuts](https://www.trendhunter.com/trends/kroger-5.md) - [Real-Food Protein Bars](https://www.trendhunter.com/trends/realfood-protein-bars.md) - [High-Protein Private Label Products](https://www.trendhunter.com/trends/tesco-high-protein-range.md) - [Canned Protein Waters](https://www.trendhunter.com/trends/protein-infused-still-water.md) - [Frozen Protein-Packed Waffles](https://www.trendhunter.com/trends/frozen-protein-waffles.md) - [Indulgent Protein Menus](https://www.trendhunter.com/trends/premier-protein-x-milk-bar.md) - [High-Protein Granola](https://www.trendhunter.com/trends/highprotein-granola.md) - [Sugar-Free High-Protein Ice Creams](https://www.trendhunter.com/trends/high-protein-ice-cream.md)