Kroger’s Simple Truth brand launches plant based fresh meats

Simple Truth to introduce an additional 50 plant-based foods this yearSimple Truth to introduce an additional 50 plant-based foods this year

The Kroger Co. has announced the launch of Simple Truth^® Emerge™: Plant Based Fresh Meats. An expansion of Simple Truth – America’s largest natural and organic brand – Simple Truth Emerge is a line that offers fresh burger patties and grinds at more affordable prices. Available exclusively at Kroger Family of Stores, Simple Truth Emerge joins the Simple Truth Plant Based collection introduced last year, offering vegan chocolate chip cookie dough, oat milk, sour cream, deli slices, sausage and other products.

“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 flavorful meat alternative that cooks comparably,” said Phipps. “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. And Simple Truth Emerge is an illustration of the commitment that Kroger has to providing our 11 million daily customers with new choices that fit their evolving eating styles and preferences.”

Simple Truth Emerge patties and grinds offer the same taste, texture and sizzle on the grill or in a pan as beef and are free of GMOs, dairy, gluten and soy. Simple Truth Emerge patties and grinds provide 20 grams of pea-based protein per serving and are located in the packaged traditional meat case.

Kroger to Expand Simple Truth Plant Based Collection in 2020

“Customers can find plant-based foods throughout Kroger grocery aisles that can be incorporated into one meal, or every meal,” continued Grieshaber. “And Kroger is excited to launch 50 additional Simple Truth Plant Based products this year, expanding the selection we offer to our customers and growing our Simple Truth brand, which exceeded $2.3 billion in sales last year.”

With new Simple Truth Plant Based products arriving in stores throughout the year, the collection includes easy-to-identify packaging, featuring a distinct plant-based icon that helps customers locate the items as they navigate through store aisles or when shopping on Kroger.com. 

The entire Simple Truth portfolio includes more than 1,550 natural and organic products, with new items launching monthly.