In this file:


         Kroger to test plant-based meat response

         Kroger is testing how grocery shoppers will react to plant-based 'meat' in the traditional meat aisle (K)

         Kroger big test: Will people buy plant-based meat in the meat aisle?

         Kroger launches own line of meatless burgers, plant-based foods




Kroger to test plant-based meat response

About: The Kroger Co. (KR)


By: Clark Schultz, Seeking Alpha 

Sep. 10, 2019


         There are more details out on Kroger's (NYSE:KR) plant-based food plans.


         Kroger and the Plant Based Foods Association are launching a plant-based meat retail concept in 60 stores across the U.S. The test stores will create a plant-based meat set within the conventional meat department for 20 weeks to determine the impact to plant-based and conventional meat sales and to customer engagement.


         "Plant-based meat sales have been increasing dramatically year over year, even while most of them are placed where only the most dedicated consumers are likely to find and purchase them," notes Plant Based Foods Association exec Julie Emmett.


         Tyson Foods (NYSE:TSN) and Beyond Meat...





Kroger is testing how grocery shoppers will react to plant-based 'meat' in the traditional meat aisle (K)


         Some Kroger stores will soon put plant-based meat alternatives in the conventional meat department.

         The experiment, in partnership with the Plant Based Foods Association, will measure how plant-based and traditional meat sales are impacted by product placement.

         Companies like Beyond Meat have long argued for products to go in the meat aisle, where customers would expect to find them.


Carmen Reinicke, Business Insider 

Sep. 10, 2019


At some Kroger stores, customers will soon be able to find plant-based burgers and other fare right next to its animal counterparts in the meat aisle.


The grocery store has teamed up with the Plant Based Foods Association to conduct an experiment in some stores where it will house plant-based meat in the conventional meat department for 20 weeks to see if there's any impact to sales of either product.


The experiment will take place in 60 Kroger stores across Denver, Indiana, and Illinois, and sales and customer engagement will be tracked by Kroger's data analytics subsidiary. 


The study came about because of ongoing confusion in grocery stores that aren't sure where they should put new plant-based meat products. Companies such as Beyond Meat want their products to be housed where consumers go for real meat, but some grocery stores instead put them in the frozen department, or in the vegan or vegetarian aisle.


Based on the results of the study, retailers will benefit by having "clear, consistent, and accurate research results to guide merchandising and marketing decisions," Kroger and the PBFA wrote in a press release.


The stakes are high for plant-based food producers. In the US, plant-based meats are a $14 billion industry that analysts think could balloon to $140 billion over the next decade. As demand for the plant-based products soars, many traditional food producers have launched their own lines to compete, including Kroger. The grocery store recently announced its own plant-based brand, called Simple Truth.


It's already clear the customers who buy plant-based meat also buy traditional meat in fact, Beyond Meat's goal is to win over people who do eat meat as opposed to vegans or vegetarians with its products. It's shown in financial documents that more than 90% of customers who bought its product at a Kroger also bought meat last year. 


The PBFA is also involved in a number of cases pushing back against labelling laws that make it illegal for plant-based meat producers to use words such as "hot dog" "burger" and "bacon" to describe products...


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Kroger big test: Will people buy plant-based meat in the meat aisle?


By Danielle Wiener-Bronner, CNN Business

September 10, 2019


New York (CNN Business)People are eager to try plant-based meat alternatives. Kroger wants to make sure they'll know where to find them.


The grocery chain is trying out a dedicated plant-based protein section in its meat aisle. Sixty locations in parts of Indiana and Illinois, as well as in Denver, will run the test for 20 weeks this fall.


Traditionally, vegan and vegetarian items have been sold far away from the meat aisle. But as more meat eaters try plant-based alternatives, the arrangement could end up leaving some interested shoppers out.


US retail sales of plant-based foods have grown 11% in the past year, according to a July report from trade group Plant Based Foods Association and the Good Food Institute a nonprofit that supports plant-based businesses. Barclays predicts the alternative meat sector could reach about $140 billion in sales over the next decade, capturing about 10% of the global meat industry.


Kroger is trying to get a piece of that pie itself. The company recently announced that it is launching its own line of meat substitutes which includes burger patties, grounds and deli slices under its Simple Truth brand this fall.


The grocery chain already knows that shoppers who buy meat substitutes also buy meat. Beyond Meat (BYND), which makes plant-based products designed to look, taste and cook like real meat, noted in financial documents that at Kroger, 93% of Beyond Burger shoppers also bought meat in the first half of 2018. Beyond Meat is already sold in the meat aisle at Kroger (KR).


For the test, Kroger is partnering with the Plant Based Food Association.


The association believes that people will buy more plant-based foods if they are placed in the meat aisle...



Kroger launches own line of meatless burgers, plant-based foods


By Holly Shively, Dayton Daily News (OH)

Sep 9, 2019


Kroger is entering yet another market, launching its own line of faux meats.


The Cincinnati-based retailer announced this week that its Simple Truth brand will begin producing meatless burger patties and grinds, along with sausages and deli sausages. The plant-based line will also include cookie dough, pasta sauces, dips, sour cream, cream cheese and queso, according to the statement...