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Kroger To Roll Out Private Label Plant-Based Meat Products

Published on Sep 6 2019 8:40 AM in Private Label tagged: USA / Kroger / Beyond Meat / Plant based / Simple Truth

Kroger To Roll Out Private Label Plant-Based Meat Products

US retailer Kroger plans to launch its own line of meatless burger patties, as the supermarket chain tries to cater to a growing appetite for plant-based meat alternatives, made popular by Beyond Meat.

The supermarket chain, which was one of the first retailers to sell Beyond Meat's plant-based burgers, will sell the products under its 'Simple Truth' brand, and include deli meats, sour cream and queso.

Sales Increase

"Since its launch in January 2013, Simple Truth has become the leading natural and organic brand in the country, with annual sales exceeding $2.3 billion," Gil Phipps, Kroger's vice president of Our Brands commented at the Good Food Conference in San Francisco.

"As more of our customers embrace a flexitarian lifestyle, choosing to prioritise healthier food choices and reduce their environmental footprint, we are excited to meet their needs. We are introducing our Simple Truth Plant Based collection to offer even more fresh, remarkably delicious, animal-free food to provide shoppers with a greater selection of choices that are more accessible and affordable."

Vegan Diets

Companies including Tyson Foods Inc and Perdue Foods are also rolling out products made of plant-based meat as vegan diets gain popularity.

Piper Jaffray analysts estimate sales of plant-based meat could account for about 7% to 8% of the $80 billion meat industry, with much of it coming from new, refrigerated products with a look and feel more similar to grass-fed meat.

News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine.

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