Today, The Kroger Co.—the largest supermarket chain in the United States—announced that it will add a variety of plant-based products to its proprietary Simple Truth brand. Gil Phipps, Kroger’s vice president of Our Brands (the umbrella name for the chain’s private-labeled products), announced the new vegan line on stage at the Good Food Conference—a conference hosted by advocacy group Good Food Institute (GFI) to promote plant-based and lab-grown meat developments. “Kroger is at the intersection of plant-based curiosity and culinary innovation,” Phipps said on stage. “Our customers are really open right now to exploring plant-based alternatives, and we’re responding with our new collection.” The Simple Truth Plant Based line is comprised of:

  • 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

“We are thrilled to see Kroger continue to embrace plant-based foods, particularly plant-based meat in this way,” GFI Executive Director Bruce Friedrich said. “It’s a defining moment when America’s largest grocer launches an entire collection of plant-based meat and dairy products and is clear proof that plant-based has truly gone mainstream. We look forward to other grocers following Kroger’s lead.” The new Simple Truth Plant Based products will begin to roll out on a monthly basis starting this fall and throughout 2020.

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