Kroger launches own line of meatless burgers, plant-based foods

Kroger is entering yet another market, launching its own line of faux meats.

The Cincinnati-based retailer announced this week that its Simple Truth brand will begin producing meatless burger patties and grinds, along with sausages and deli sausages. The plant-based line will also include cookie dough, pasta sauces, dips, sour cream, cream cheese and queso, according to the statement.

“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,” said Gil Phipps, Kroger’s vice president of Our Brands.

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Nearly one-third of the country’s population is integrating more plant-based foods into their lifestyle and reducing daily meat and dairy intake, according to Kroger’s statement.

"Kroger's commitment to innovating and creating new plant-based food mirrors the growing number of customers exploring meat and dairy alternatives," said Nicole Davis, Kroger's senior category strategy and innovation manager for Our Brands. "Taste is and will always be our number one focus, and you can expect Kroger to continue to invest in this category as we are committed to providing our customers with products that support their eating preferences and health and wellness goals."

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New Simple Truth plant-based products will hit shelves every month this fall into 2020, according to the statement. The entire portfolio will include more than 1,550 natural and organic products.

Kroger is the largest regional grocery provider with 44 stores in the Dayton area including six Marketplaces, 20 Kroger PickUp locations and 15 in-store Starbucks businesses.


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