Kroger Bets Big on Vegan Growth with 50 New Items


The Kroger Co. (NYSE: KR) is betting big on vegan food.

The mega food company has unveiled more than 50 new, plant-based foods at what the company describes as “affordable prices, including non-dairy cheeses, oat milk ice cream and Emerge fresh chicken-less patties and grinds.”

Kroger’s Simple Truth Plant Based collection was launched with more than 20 products last September, featuring vegan chocolate chip cookie dough, oat milk, sour cream, deli slices, sausage, and other products. By the end of 2020, the collection will feature more than 75 products.

“We’re excited to introduce the latest additions to our Simple Truth Plant Based collection to provide an expanded selection of affordable, delicious and quality products for our customers who live a vegan, vegetarian or flexitarian lifestyle,” said Stuart Aitken, Kroger’s chief merchant. “We look forward to continuing to drive the growth of the plant-based category through our Simple Truth brand, which exceeded $2.5 billion in sales last year, and we anticipate increased interest in our plant-based selection in 2021 and beyond.”

The Simple Truth Plant Based collection now includes more dairy-free options like cheese shreds and slices, oat milk ice cream, almond milk yogurt and creamy salad dressings as well as trend-inspired recipes like ready-to-eat brownie batter and cauliflower dips.  

Kroger’s team of chefs, food scientists and nutritionists collaborated to develop the collection’s recipes that offer 100% plant-based alternatives.

Featured products from the expanded Simple Truth Plant Based Collection include:

  • Cheese Shreds (Cheddar and Mozzarella)
  • Cheese Slices (Cheddar and Hot Pepper)
  • Oat Milk Ice Cream (Strawberry Graham, Sea Salt Caramel, Peanut Butter Chip, Black Raspberry Chip, and Maple Pecan)
  • Almond Milk Yogurts (Vanilla, Strawberry, Blueberry, and Mango)
  • Cauliflower Dips (Buffalo, Spicy Queso, Tzatziki, and Cilantro with Jalapeño)
  • Caesar and Ranch Salad Dressings
  • Ready-to-Eat Chocolate Chip Cookies
  • Ready-to-Eat Chocolate Truffle Brownie Batter

Available Kroger’s family of stores, the expanded Simple Truth Plant Based collection also features the launch of Simple Truth Emerge™ Chick’n, a plant-based alternative to fresh chicken patties and grinds created in response to increased demand for the Simple Truth Emerge burger patties and grinds that the retailer introduced earlier this year.