Simple Truth-branded plant-based meat sections begin testing in 60 stores

The plant-based meat sections feature bold signage of the Simple Truth brand.

Amassing a 3-foot-section in the meat department of 60 stores, Kroger’s plant-based meat test officially hit stores, according to a blog post from the Plant Based Foods Association (PBFA), who Cincinnati-based The Kroger Co. is working with to build out the dedicated sections.

The plant-based meat test is in Kroger's namesake stores in Denver, and parts of Indiana and Illinois. The sections feature notable, bold signage for its Simple Truth brand of plant-based meats that is being stocked along with items from Beyond Meat and others.

San Francisco-based PBFA said the association, Kroger and the retailer’s data analytics subsidiary 84.51° will be measuring sales and customer engagement of the section.

Marcellus Harris, Kroger’s assistant commodity manager, meat, told Store Brands that they're in the beginning stages of the test and "look forward to amassing customer insights and data that will influence how we market plant-based foods. " 

He added: “Kroger is excited to partner with the Plant Based Foods Association to test new merchandising strategies to optimize plant-based meat sales.” 


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.

Julie Emmett, PBFA’s senior director retail partnerships, said: “Our goal is to provide retailers with actionable data to inform merchandising decisions and optimize plant-based food sales. In addition to plant-based burgers and sausages, this test includes plant-based deli slices, roasts, seitan and jackfruit.” 

Emmett recently headed to Denver to check out the new plant-based meat set and oversee shopper interviews. “We are so grateful for the support of the entire Kroger team, including Kroger’s data analytics subsidiary, 84.51°,” she wrote in her post. “We look forward to turning the shopper data gained from the test into actionable insights on behalf of the entire industry!”