Kroger launches private label plant-based fresh meat in US

The US-based multinational retailing company Kroger has launched its plant-based fresh meats under its Simple Truth Emerge brand.

Kroger’s Simple Truth Emerge line includes fresh burger patties and grinds. They will be available exclusively at Kroger Family of Stores.

The new line up of products will be joining the Simple Truth plant-based line, introduced last year. The wide range of products includes vegan chocolate chip cookie dough, oat milk, sour cream, deli slices and sausage.

Kroger vice-president Gil Phipps said: “Kroger continues to be at the intersection of plant-based curiosity and culinary innovation.

“As more of our customers explore and embrace a flexitarian lifestyle, Simple Truth Emerge is a fresh innovation that provides a flavourful meat alternative that cooks comparably.

“Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat.”

The company claims that its patties and grinds are free of GMOs, dairy, gluten and soy. They reportedly offer a similar taste, texture and sizzle on the grill or in a pan to beef.

Simple Truth Emerge patties and grinds contain 20g of pea-based protein per serving. They are packaged in the traditional meat case.

CNBC reported that Kroger intends to expand its Simple Truth line by introducing 50 new products to its stores in 2020.

Kroger merchandising senior vice-president Joe Grieshaber said: “Customers can find plant-based foods throughout Kroger grocery aisles that can be incorporated into one meal, or every meal.”

Simple Truth Emerge is an extension of its organic Simple Truth line, which reported over $2.3bn sales in 2019.