Kroger announced it will be adding more than 50 new products to its plant-based line, including new non-dairy cheeses, oat milk ice cream, and plant-based meat options.
By the end of 2020, Kroger’s plant-based collection will include more than 75 vegan- and flexitarian-friendly foods, snacks, and beverages.
Kroger’s new expansion includes Simple Truth Emerge Chick’n, chicken-less patties and grinds free of GMOs, dairy, and soy, that will be sold in the packaged meat case. Earlier this year, Kroger and the Plant Based Foods Association released a study showing that plant-based meat sold 23 percent better when located in the meat aisle in stores.
The expansion also includes new vegan cheese shreds and slices, five flavors of oat milk ice cream, four kinds of cauliflower dips, and ready-to-eat chocolate chip cookies and chocolate truffle brownie batter.
“We’re excited to introduce the latest additions to our Simple Truth Plant Based collection to provide an expanded selection of affordable, delicious and quality products for our customers who live a vegan, vegetarian or flexitarian lifestyle,” said Stuart Aitken, Kroger’s chief merchant. “We look forward to continuing to drive the growth of the plant-based category through our Simple Truth brand, which exceeded $2.5 billion in sales last year, and we anticipate increased interest in our plant-based selection in 2021 and beyond.”
The plant-based industry is rapidly developing and retailers are noticing the growing demand for animal-free products. In 2019, according to nonprofit The Good Food Institute (GFI), more than 700 new plant-based meat, egg, and dairy products hit the shelves at U.S. retailers.
Impossible Foods recently launched its burger at Kroger stores around the country. By the end of August 2020, the plant-based meat company’s retail footprint had increased by 66 times in a six month period.
As of Sept. 2020, Beyond Meat had reached approximately 112,000 retail and foodservice outlets in 85 countries worldwide as demand for plant-based meat has skyrocketed this year.
As competition grows in the plant-based food sector, grocers have created their own brands of plant-based offerings. Albertsons has added organic plant-based meals, Trader Joe’s unveiled its own plant-based burger, as well as Target.
By expanding its plant-based food collection, Kroger, the nation’s largest grocery chain, is recognizing that plant-based foods are not only more healthy and sustainable but also extremely profitable.
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