Kroger tests herbal meat in the meat aisle

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The grocery chain is experimenting with a section of herbal protein dedicated in its meat department. Sixty sites 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 were sold far from the meat rays. But as more and more meat consumers try herbal alternatives, this arrangement could end some interested buyers.

Retail sales of herbal products in the United States have increased 11% over the last year, according to a report released in July by the Plant Based Foods Association and the Good Food Institute, an organization based in the United States. non-profit organization that supports companies in the plant sector. Barclays predicts that the meat substitute sector could reach about $ 140 billion in sales over the next decade, accounting for about 10% of the global meat industry.

Kroger is trying to get a piece of this pie herself. The company recently announced the launch of its own line of meat alternatives – including hamburger patties, bottoms and deli slices – under the Simple Truth brand this fall.

The grocery chain already knows that buyers of meat substitutes also buy meat. Beyond the meat (BYND), which produces herbal products designed to look, taste and cook like real meat, noted in financial documents that at Kroger, 93% of Beyond Burger's buyers had also bought meat in the first half of the year. 2018. Beyond Meat is already sold in the meat gone to Kroger (KR).

For the test, Kroger works in partnership with the Plant Based Food Association.

The association believes that people will buy more herbal foods if they are placed in the meat aisle, thus helping to boost sales and develop the category, explained Michele Simon, Executive Director of PBFA. The test will help "put data to the theory," she said.

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People who walk through participating stores will see a number of herbal products made by various brands, such as Tofurky, Uptons Naturals, Lightlife and Field Roast, in a clearly marked section of the meat aisle, explained Simon. This area can include all types of vegetable protein, including veggie burgers that do not mimic meat. She added that clear signage should also help customers find herbal products already sold in the Kroger Meat Alley.

And it's not just about labeling, Simon said. "The category is growing, there are new entrants all the time," she said. "We need more space."

Simon noted that Kroger would probably not get feedback from the big meat sellers because many of them are launching their own herbal products. Tyson, Smithfield, Hormel and others are all exploring the trend with their own meatless products.

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