Kroger, the leading supermarket chain, is the latest US firm to move into the imitation meat space with the launch of a new plant-based line under its Simple Truth banner.
The product line is said to include fresh meatless burger patties and grinds as well as plant-based cookie dough, pasta sauces, sausages, deli slices, dips and other items.
In a press release Kroger said the launch was in response to the increasing numbers of US consumers, especially millennials and women, who are following ‘flexitarian’ diets.
Commenting on the launch, Kroger vice president Gil Phipps said: “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. 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”.