Kroger’s Launches Plant-Based Simple Truth® Brand Range

Late last week Kroger announced the expansion of their mega private brand Simple Truth with the addition of a new plant-based range. 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.

With new Simple Truth Plant Based products arriving every month this fall into 2020, the collection will include easy-to-identify packaging, featuring a distinct icon that will help customers locate the items as they navigate through store aisles or when shopping on kroger.com.

The new range 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. “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.

The Simple Truth Plant Based Collection includes:

  • Meatless Burger Patties
  • Meatless Grinds
  • Chocolate Chip Cookie Dough
  • Alfredo Pasta Sauce
  • Bolognese Pasta Sauce
  • Deli Slices (Black Forest Ham and Salt & Pepper Turkey)
  • Sausage (Kielbasa and Chorizo)
  • Cream Cheese
  • Sour Cream
  • French Onion Dip
  • Queso

“Kroger’s commitment to innovating and creating new plant-based food mirrors the growing number of customers exploring meat and dairy alternatives,” said Nicole Davis, Kroger’s senior category strategy and innovation manager for Our Brands (Private Brand). “Taste is and will always be our number one focus, and you can expect Kroger to continue to invest in this category as we are committed to providing our customers with products that support their eating preferences and health and wellness goals.”

“We are thrilled to see Kroger continue to embrace plant-based foods, particularly plant-based meat in this way,” said Bruce Friedrich, The Good Food Institute Executive Director. “It’s a defining moment when America’s largest grocer launches an entire collection of plant-based meat and dairy products and is clear proof that plant-based has truly gone mainstream. We look forward to other grocers following Kroger’s lead.”

“Kroger is at the intersection of plant-based curiosity and culinary innovation. Our customers are really open right now to exploring plant-based alternatives, and we’re responding with our new collection,” added Phipps on stage.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.