It is planned that new products will arrive in stores every month, starting in the fall and until 2020.
Kroger Co.'s Simple Truth brand of natural and organic products. was introduced in January 2013 and has since become a leading natural and organic product in the country, with annual sales in excess of $2.3 billion. Consumers pay more and more attention to a healthy lifestyle, which means that interest in such products will only grow. The company said research shows that nearly a third of the US population is incorporating more plant-based foods into their diets and is cutting back on their daily consumption of meat and dairy products.
And anticipating the increasing demand, Kroger introduces the Simple Truth Plant Based brand, which will produce "even fresher, amazingly delicious and devoid of animal ingredients" products. According to company representatives, Simple Truth Plant Based products were developed by a special team of chefs, nutritionists and scientists. It is claimed that such food is not only healthy, but also has a lower environmental impact - during its production, greenhouse gas emissions are reduced by 70%.
All Simple Truth Plant Based products will have easily identifiable packaging and be marked with a special badge. The assortment will include a wide variety of products - plant-based burgers and sausages, chocolate chip cookies, various pasta sauces, cheeses and much more. In total, the Kroger Simple Truth portfolio will include more than 1,550 natural and organic products, with more being added every month.
The fact that the largest grocery chain launches a whole collection of plant-based products is clear evidence that such food has really become mainstream. This means that other companies will soon follow the example of Kroger.