# Savory Plant-Powered Meat Alternatives Kroger Debuted Its Simple Truth Line of Vegan Food By Grace Mahas | Published 2019-09-06 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/simple-truth References: [livekindly.co](https://www.livekindly.co/kroger-vegan-meat-range/) & [kroger](https://www.kroger.com/?ACeesssce) As more consumers seek to consume less meat in an effort to live a more sustainable lifestyle, many brands have launched [plant-based substitute products](https://www.trendhunter.com/trends/beyond-meat-products) including [Kroger](https://www.trendhunter.com/trends/simple-truth-protein) -- one of the largest American supermarket chains -- that debuted a new line of vegan food products called 'Simple Truth.' The Simple Truth product portfolio has an array of options including vegan burgers, mince, sausages, and ham that were made using all-natural and organic ingredients. The collection also includes some more niche plant-based products such as vegan cookie dough and vegan queso dip. The shift to launch vegan food products was due to the rising number of conscious consumers seeking to purchase meat alternatives. “As more of our customers embrace a [flexitarian lifestyle](https://www.trendhunter.com/trends/frys-flexi-range), choosing to prioritize healthier food choices and reduce their environmental footprint, we are excited to meet their needs,” said Gil Phipps, Kroger’s vice president. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 14% | Activity: 37% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Flexitarian Lifestyle:** The rise of conscious consumers seeking to consume less meat presents opportunities for brands to develop plant-based meat alternatives and cater to the flexitarian lifestyle. - **All-natural Ingredients:** There is a growing demand for plant-based meat alternatives made with all-natural and organic ingredients, creating an opportunity for brands to differentiate themselves in the market. - **Niche Plant-based Products:** Alongside traditional meat alternatives, there is a niche market for plant-based products such as vegan cookie dough and queso dip, offering opportunities for innovation and creativity. ### Industries Being Reshaped - **Supermarket Chains:** Large supermarket chains like Kroger can capitalize on the demand for plant-based meat alternatives by launching their own lines of vegan food products. - **Food Manufacturing:** Food manufacturers can explore the development of plant-based meat substitutes to meet the increasing consumer demand for healthier and more sustainable food options. - **Organic Food Products:** The market for organic plant-based meat alternatives is growing, providing a profitable opportunity for the organic food industry to expand its product offerings. ## Related on Trend Hunter - [Protein-Packed Food Ranges](https://www.trendhunter.com/trends/simple-truth-protein.md) - [Private-Label Protein Ranges](https://www.trendhunter.com/trends/kroger-simple-truth-protein.md) - [Plant-Based Korean Cuisine Meats](https://www.trendhunter.com/trends/korean-plantbased-meats.md) - [Indian Plant-Based Meat Brands](https://www.trendhunter.com/trends/plantbased-meat-brand.md) - [Meat-Free Retailer Expansions](https://www.trendhunter.com/trends/continente.md) - [Minimal-Ingredient Vegan Proteins](https://www.trendhunter.com/trends/preposterous-foods.md) - [Korean Plant-Based Proteins](https://www.trendhunter.com/trends/unlimeat-2.md) - [Private Label Plant-Based Foods](https://www.trendhunter.com/trends/veganuary-range.md) - [Versatile Plant-Based Chicken Pieces](https://www.trendhunter.com/trends/beyond-chicken-pieces.md)