Food systems expert says Kroger’s Simple Truth Plant Based collection, announced today, will be transformational for the plant-based meat and dairy sectors.

“It’s a defining moment when America’s largest grocer launches an entire collection of plant-based meat and dairy products and is clear proof that plant-based has truly gone mainstream,” said The Good Food Institute Executive Director Bruce Friedrich.

“We are thrilled to see Kroger embrace plant-based foods in this way and view this as a huge leap forward for the sector. It is clear that plant-based has become a mainstream way of eating that is here to stay,” said Friedrich.“Kroger has thrown down the gauntlet and we look forward to seeing other grocers following Kroger’s lead.”

“Kroger has the potential to do for plant-based what it did for organics, bringing plant-based meat and dairy to the average shopper and cementing its mainstream status,” said The Good Food Institute Associate Director of Corporate Engagement Caroline Bushnell. “As the nation’s largest grocer, Kroger 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 to all.”

Media inquiries: Maia Keerie at The Good Food Institute on 415 767 8973 or via

The Good Food Institute (GFI) is a 501(c)(3) nonprofit working internationally to make alternative proteins delicious, affordable, and accessible.