CINCINNATI — The Kroger Co. is throwing its hat into the ring of the plant-based meat alternative market with the launch of Simple Truth Emerge plant-based meats.

Simple Truth Emerge patties and grinds offer the “same taste, texture and sizzle on the grill or in a pan as beef,” Kroger said. Free of G.M.O.s, dairy, gluten and soy, the products provide 20 grams of pea-based protein per serving.

“Kroger continues to be at the intersection of plant-based curiosity and culinary innovation,” said Gil Phipps, vice-president of Our Brands for Kroger. “As more of our customers explore and embrace a flexitarian lifestyle, Simple Truth Emerge is a fresh innovation that provides a flavorful meat alternative that cooks comparably. Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat. And Simple Truth Emerge is an illustration of the commitment that Kroger has to providing our 11 million daily customers with new choices that fit their evolving eating styles and preferences.”

Simple Truth Emerge joins Kroger’s Simple Truth plant-based collection introduced last year, which includes vegan chocolate chip cookie dough, oat milk, sour cream, deli slices, sausages and more. The company plans to launch 50 additional plant-based products under the Simple Truth brand this year.

“Kroger is driving the growth of the plant-based category through our Simple Truth brand, valued supplier partnerships and industry-leading fresh merchandising strategies,” said Joe Grieshaber, senior vice-president of merchandising at Kroger. “Kroger anticipates interest in plant-based products to continue to grow in 2020, with the category being one of the key drivers of our natural and organic sales.”