The largest grocer in the United States just unveiled a new dedicated plant-based line under its wildly popular Simple Truth brand.

The new Simple Truth Plant Based collection will debut this fall and includes products ranging from fresh plant-based burgers and Black Forest ham deli slices to sour cream and queso (and even plant-based chocolate chip cookie dough)!

Gil Phipps, Kroger vice president of Our Brands, shared the news on stage at the Good Food Conference. He joined speakers from the Culinary Institute of America, market research firm SPINS, industry consultancy Mattson, and New Crop Capital to discuss how and why plant-based foods are going mainstream.


Plant-based products have become a notable engine of growth for retailers across the nation. U.S. retail sales data commissioned by GFI and PBFA from leading market research firm SPINS revealed that plant-based food dollar sales have grown 31 percent over the past two years, while total U.S. retail food dollar sales have grown only 4 percent in the same time span.

The extraordinary category surge is due to accelerating demand from flexitarian consumers. Americans all across the country are increasingly seeking delicious, affordable, and convenient plant-based choices. Perceptive retailers and restaurants are paying attention, and Kroger is staying at the leading edge with Simple Truth Plant Based.

GFI executive director Bruce Friedrich pointed out, “As the nation’s largest grocer, Kroger’s new plant-based collection will introduce plant-based meat and dairy to millions of consumers across the country, giving more people more choice and making plant-based options accessible for all.”

With more than 2,700 locations across the country, Kroger’s innovation and investment in the plant-based category (including plant-based meat and dairy) is an unmistakable market signal that plant-based food is on the fast track to widespread availability and mainstream food culture.

“Kroger’s commitment to innovating and creating new plant-based foods mirrors the growing number of customers exploring meat and dairy alternatives,” said Nicole Davis, Kroger’s senior category strategy and innovation manager for Our Brands.

Phipps said, “As more of our customers embrace a flexitarian lifestyle, choosing to prioritize healthier food choices and reduce their environmental footprint, we are excited to meet their needs. We are introducing our Simple Truth Plant Based collection to offer even more fresh, remarkably delicious, animal-free food to provide shoppers with a greater selection of choices that are more accessible and affordable.”

And this is just the beginning, Davis continued, “Taste is and will always be our number one focus, and you can expect Kroger to continue to invest in this category to provide our customers with products that support their eating preferences and health and wellness goals.”

Kroger is leading the way, and we will be excited to see other retailers innovate in this space.

Connect with GFI at to learn more about taking advantage of market opportunities in the plant-based meat, egg, and dairy categories.