Kroger plant-based meat test goes live

Source: Progressive Grocer 

Kroger has started testing dedicated three-foot plant-based meat sets in its conventional meat department across 60 stores in Denver, Indiana and Illinois in partnership with the Plant Based Foods Association (PBFA).

The test went live Dec. 9, and will run for 16 weeks. The test will track consumer engagement, along with dollar and unit sales of plant-based meats sold within the meat department. As well as this quantitative sales analysis, the pilot includes shopper interviews and shopper marketing communication.