Kroger launching plant based private label range; testing category location

Kroger will launch its own range of meatless and plant based products under its Simple Truth private label brand.

Simple Truth is the leading natural and organic brand in the USA and continues to grow at a rapid rate. By anticipating the changing needs of shoppers and responding quickly and flexibly, the brand resonates well with customers and supports their goals for a healthier lifestyle. With shoppers increasingly exploring alternatives to meat and dairy products, the new range will offer a variety of options including meat free burgers and sausages, as well as products such as dairy free cream cheese and cookie dough.

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