America’s largest supermarket chain to launch new plant-based collection

Source: CNBC

US supermarket chain Kroger’s will add a number of plant-based products to its line, to appeal to the growing number of American consumers looking to reduce their meat consumption.

Kroger’s Simple Truth brand will launch its plant-based collection this fall and it will include meatless burger patties, ground imitation meat, plant-based cookie dough, sausages, deli slices and more.

“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 Gil Phipps, vice president of Kroger’s private label brands.