American supermarket chain Kroger will soon carry Don Lee Farms’ vegan Organic Plant-Based Burgers in the meat section of 2,000 locations across the nation. Starting in May, the burger will also be sold at Ralphs, Dillons, King Soopers, Fry’s, QFC, and Fred Meyer markets. The burger—made from a blend of beans, seeds, and beet juice that sizzles on the grill and “bleeds” just like real beef—first launched in February 2018 at Costco stores nationwide and sold 1 million units within 60 days. “Working with Kroger has been a priority for us in our pursuit to expand to where our customers want us to be,” Don Lee Farms President Donald Goodman said. “With the addition of Kroger, we are bringing the fastest growing burger of its kind to nearly 2,000 locations in the United States. With both private label and branded, we are now in over 8,000 retail markets.” In January, Don Lee Farms announced a global expansion of its vegan burger into 15 countries in Europe, South America, and the Caribbean. The company’s burger joins a growing market of similar plant-based burgers gaining popularity worldwide. This month, competitor Beyond Meat—which produces the popular vegan Beyond Burger—announced that its newest product, vegan ground beef, will be available in retailers this year.
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