Pick 'n Save parent Kroger rolls out meatless burgers, more plant-based products

Friday, September 6, 2019
Steve Watkins, Cincinnati Business Courier

Kroger Co. is expanding its Simple Truth natural and organic product offerings, this time by launching a line of plant-based food items.

Kroger, the nation’s largest operator of traditional supermarkets including Pick 'n Save and Metro Markets stores in Wisconsin, will launch its Simple Truth Plant Based collection starting this fall. The new line of offerings include meatless burger patties and plant-based cookie dough, pasta sauces, sausages, deli slices, dips and other products.

The new Simple Truth Plant Based products will feature packaging with a distinct icon to help customers find those products as they explore the shopping aisles or scan through Kroger’s online listings. Kroger’s chefs, food scientists and nutritionists teamed up to develop the recipes featuring 100% plant-based alternatives.

"As more of our customers embrace a flexitarian lifestyle, choosing to prioritize healthier food choices and reduce their environmental footprint, we are excited to meet their needs,” Gil Phipps, Kroger’s vice president of Our Brands – its store brands – said at the Good Food Conference in San Francisco where he announced the new product line. “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."

Studies show nearly one-third of Americans are adding plant-based food to their regular diet and cutting back on meat and dairy products, Kroger said.

Kroger’s Simple Truth is the nation’s largest natural and organic product line. It has more than 1,550 products. Kroger continues to add new products on a monthly basis.

Simple Truth generated $2.3 billion in sales last year. Its sales grew by more than 10% in the first quarter this year.