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The Kroger Co. has launched Simple Truth Emerge plant-based fresh meats, extending its flagship natural/organic own brand into one of the nation’s fastest-growing food categories.
Kroger said Wednesday that Simple Truth Emerge pea-based meatless burger patties and grinds are now available in its store banners nationwide. Plans call for another 50 plant-based food products to be added to the Simple Truth line during 2020. The Cincinnati-based supermarket retailer noted that Simple Truth Emerge also brings more affordable prices to the plant-based meat segment.
“Kroger is driving the growth of the plant-based category through our Simple Truth brand, valued supplier partnerships and industry-leading fresh merchandising strategies,” Joe Grieshaber, senior vice president of merchandising at Kroger, said in a statement. “Kroger 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.”
Simple Truth plant-based products sport enhanced packaging, including a distinct plant-based icon, to make it easier for customers to find these items in stores and...