Please let us know if you have feedbackDive Brief:Kroger announced on Wednesday a protein-focused extension of its top-selling private label line , Simple Truth. Kroger continues to use its Simple Truth private brand to remain up to date with consumer trends and values. The grocer’s Simple Truth Protein products include frozen meals, beverages, chips and desserts that offer protein boosts. 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.