The Plant Based Foods Association worked with Kroger to see how plant-based meat sales performed when sold in the meat department — particularly new plant-based substitutes like lunchmeat, hot dogs and bacon that have traditionally been stocked in the vegan section — and sales jumped by double digits.
The retailer and the association teamed up in late December to begin testing a dedicated plant-based meat section in 60 stores. The section is accompanied by large Simple Truth signage, but Kroger’s store brands were not specific to the test, representatives of Kroger’s analytics arm 84.51° told Store Brands.
They did provide further background on the study, saying newer plant-based brands like Beyond Meat, Pure Farmland and Lightlife had previously been selling plant-based patties and grinds in the meat department, but some substitutes like hot dogs, lunchmeat and bacon had not been in the meat department but rather in the vegan set. The test aimed to see how those products would perform when sold with meat. The numbers were big.