Prima Brings Ancestral Protein Bars to 500 Kroger Locations

The expansion includes major Kroger banners such as Fred Meyer, Ralph's, Smith's, and King Soopers. Prima, founded in 2023, has distinguished itself by rejecting the synthetic isolates, seed oils, and artificial sweeteners common in the shelf-stable protein category. Instead, the bars rely on a ten-ingredient profile featuring grass-fed whey, collagen, pasture-raised egg yolks, and beef tallow.

Dominick DeLegge, the company’s co-founder and CEO, attributes the brand's rapid growth to a fundamental shift in consumer behavior. As shoppers increasingly scrutinize labels for ultra-processed ingredients, Prima has capitalized on the demand for recognizable, ancestral food sources. Following the successful performance at Sprouts, the company is now testing whether this demand for clean-label protein holds the same weight in conventional grocery aisles. Shoppers can find the product line—which includes flavors like Mint Chip and Salted Caramel—located on natural product end caps.