Yesterday, The Kroger Co. announced the launch of a new collection: Simple Truth® Plant Based. The collection will include fresh meatless burger patties and grinds as well as plant-based cookie dough, pasta sauces, sausages, deli slices, dips and other items.
The Simple Truth collection was announced on stage by Gil Phipps, Kroger’s vice president of Our Brands, at the Good Food Conference in San Francisco, where he was a featured speaker. The Conference, hosted by the Good Food Institute, focuses on accelerating the marketplace for plant-based food.
“Since its launch in January 2013, Simple Truth has become the leading natural and organic brand in the country, with annual sales exceeding $2.3 billion,” said Phipps in a statement. “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.”
Increasing numbers of U.S. consumers, especially millennials and women, are following a flexitarian style of eating, as Kroger reported in its 2019 food trends outlook. Studies show that nearly one-third of the country’s population is integrating more plant-based food into their lifestyle and reducing their daily meat and dairy intake.
Kroger’s team of chefs, food scientists and nutritionists collaborated to develop the collection’s recipes that offer 100% plant-based alternatives.
Snapshot of Simple Truth Plant Based Collection:
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Meatless Burger Patties
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Meatless Grinds
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Chocolate Chip Cookie Dough
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Alfredo Pasta Sauce
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Bolognese Pasta Sauce
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Deli Slices (Black Forest Ham and Salt & Pepper Turkey)
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Sausage (Kielbasa and Chorizo)
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Cream Cheese
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Sour Cream
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French Onion Dip
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Queso