Kroger Partners with Impossible Foods On New Private Label Meat Substitutes
Simpler Truth Meatless Burgers Launched in 2020
Last week, Kroger announced a new strategic partnership with Impossible Foods that will see the two works together to create a Retail brand (private brand) range of meat substitutes. Kroger currently has plant-based meats in Simple Truth brand. The retailer debuted a beef substitute in 2020, with chicken and turkey, following.
The goal is to put private brand plant-based meats on consumers’ tables at a great price. Traditionally, branded meat substitutes have been expensive alternatives to conventional meat, slowing purchasing. As meat prices continue to rise, this could become a differentiator for Kroger.
About the Author: Christopher Durham
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
