Expanding on the success of their natural and organic brand Simple Truth, The Kroger Co. just launched a 100% plant-based branch of the line called Simple Truth Plant Based.
After examining food trends, Kroger reported that a rising number of U.S. consumers are including more and more plant-based foods and cutting back on animal products.
"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,” said Gil Phipps, vice president of Kroger Our Brands. 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."
The line features fresh, meatless burgers and grinds, along with a variety of other plant-based foods, such as chocolate chip cookie dough, alfredo sauce, bolognese sauce, deli slices, sausages, cream cheese, sour cream, french onion dip, and queso.
"Kroger is at the intersection of plant-based curiosity and culinary innovation,” said Gil Phipps, vice president of Kroger Our Brands. “Our customers are really open right now to exploring plant-based alternatives, and we're responding with our new collection.”
Kroger’s current plan is to roll out new plant based items to their stores each month and keep it ongoing, similarly to how their original Simple Truth brand launches new items monthly, adding to their portfolio, which already has over 1,500 products.
Kroger products are available at Kroger Co. chain grocery stores, which include Kroger Food 4 Less, Ralphs, and more, as well as at online grocery stores, such as Vitacost.