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Email Content: Poultry Industry News, Comments and more by Simon M. Shane

Kroger Evaluating Plant-Based Meat Substitutes


Kroger in association with the Plant Based Foods Association (PBFA) will install a series of three-foot sets in meat departments for a 20-week trial on acceptability of alternative-meat products.  Approximately 60 stores have been selected for the evaluation in Colorado, Indiana and Illinois.


Marcellus Harris, commodity manager in the Kroger meat department noted, “The test which emerged from our partnership with PBFA will allow us to gain insight regarding how best to merchandise the category and connect with consumers.”


Julie Emmett, Senior Director of Retail Partnerships for the Plant Based Foods Association stated, “We are confident that this test will demonstrate that plant-based meat sales will increase even more when consumers have easy access to them.”


Kroger has introduced a Simple Truth Plant Based a line of meatless burgers and grinds.  The collection will be extended to deli slices, sausages and other items also under the Simple Truth brand.


Meat substitutes are the second largest plant-based food category with sales up ten percent over YTD 2018 to $801 million representing two percent of retail packaged meat sales.  Although plant-based meat substitutes have demonstrated a rapid growth rate, it should be remembered that the proportions reflect a small base.

Copyright © 2020 Simon M. Shane