Kroger brand launching plant-based burgers

Plant-based burgers and other meat alternatives are coming to Kroger, responding to a growing interest in specialty vegan products.

The grocery chain announced today that it was launching Simple Truth Emerge: Plant Based Fresh Meats.

In its announcement, Kroger billed Simple Truth Emerge patties and grinds as having the same taste and texture as beef. The patties and grinds have 20 grams of pea-based protein per serving and are in the packaged traditional meat case.

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Simple Truth Emerge joins the Simple Truth Plant Based collection introduced last year, offering vegan chocolate chip cookie dough, oat milk, sour cream, deli slices, sausage and other products.

Some of the Simple Truth plant-based collection includes:

  • Meatless Burger Patties
  • Meatless Grinds
  • Chocolate Chip Cookie Dough
  • Alfredo Pasta Sauce
  • Bolognese Pasta Sauce
  • Deli Slices (Black Forest Ham and Salt & Pepper Turkey)
  • Sausage (Kielbasa and Chorizo)
  • Cream Cheese
  • Sour Cream
  • French Onion Dip
  • Queso

The Simple Truth Plant Based collection was first announced, including a sneak peek of Simple Truth Emerge, last September at the Good Food Conference in San Francisco, where Gil Phipps, Kroger’s vice president of Our Brands, spoke on a panel alongside other industry experts about the importance of accelerating the marketplace for plant-based foods.

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“As more of our customers explore and embrace a flexitarian lifestyle, Simple Truth Emerge is a fresh innovation that provides a flavorful meat alternative that cooks comparably,” Phipps said.

Joe Grieshaber, Kroger’s senior vice president of merchandising, had said the grocery store anticipates interest in plant-based products to continue to grow in 2020, with the category being one of the key drivers of our natural and organic sales.

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