Kroger on Wednesday unveiled the latest extension to its line of plant-based organic products: meatless ground beef and burger patties.
"Kroger anticipates interest in plant-based products to continue to grow in 2020, with the category being one of the key drivers of our natural and organic sales," Joe Grieshaber, Kroger's senior vice president of merchandising, said in a statement.UBS estimates that U.S. grocery stores will sell $7.2 billion of meat substitutes by 2025, up from $750 million in 2018, as consumers eat less meat due to health or environmental concerns.
. Initial products included vegan cookie dough, oat milk and meatless deli slices. The company plans to add 50 more products to its plant-based collection in 2020. The new meat-free ground beef and burger patties made with pea protein will be a part of Simple Truth Emerge, a plant-based meat extension of its organic Simple Truth line, which grossed more than $2.3 billion in sales in 2019.
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