CINCINNATI, Jan. 8, 2020 /PRNewswire/ -- The Kroger Co.
(NYSE: KR), America's favorite grocer, announced today 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.
The Simple Truth Plant Based collection was first announced,
including a sneak peek of Simple Truth Emerge, last September at
the Good Food Conference in San
Francisco, where Gil Phipps,
Kroger's vice president of Our Brands, spoke on a panel
alongside other industry experts about the importance of
accelerating the marketplace for plant-based foods.
"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.
To download pictures of Simple Truth Emerge and the Simple Truth
Plant Based collection, visit here.
Kroger Tests Plant-Based Foods Merchandising Concept
Last month, Kroger launched a 16-week merchandising test with
the Plant Based Foods Association in a combined 60 stores across
two markets to measure the sales and engagement impact of adding
plant-based meat sets within the traditional meat set. In addition
to plant-based patties and sausages, the test includes deli slices,
roasts, seitan and jackfruit. The test aims to produce actionable
data and insights to inform merchandising plans and optimize
plant-based food sales.
"Kroger is driving the growth of the plant-based category
through our Simple Truth brand, valued supplier partnerships and
industry-leading fresh merchandising strategies," said Joe Grieshaber, Kroger's senior vice president
of merchandising. "Kroger anticipates interest in plant-based
products to continue to grow in 2020, with the category being one
of the key drivers of our natural and organic sales."
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. To
learn more about the brand, visit SimpleTruth.com.
Kroger Launches Simple Truth Sales Promotion
Through Jan. 22, Kroger Family of
Stores are hosting a natural and organic sales promotion, featuring
Simple Truth products, 5x digital coupons offering more than
$100 in customer savings and in-store
food sampling events. During the promotion, customers can download
coupons via Kroger.com or the Kroger app to receive 75 cents off Simple Truth Emerge patties and
$1.50 off Simple Truth Emerge
grinds.
About The Kroger Co.
At The Kroger Co.
(NYSE: KR), we are Fresh for Everyone™ and dedicated to our
Purpose: To Feed the Human Spirit®. We are, across
our family of companies, nearly half a million associates who serve
over 11 million customers daily through a seamless shopping
experience under a variety of banner names. We are committed
to creating #ZeroHungerZeroWaste communities by 2025. To learn more
about us, visit our newsroom and investor
relations site.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/krogers-simple-truth-brand-launches-emerge-plant-based-fresh-meats-300983207.html
SOURCE The Kroger Co.