Where’s the beef? Kroger launches plant-based burger patties

If you’re already hooked on plant-based meat alternatives like the Impossible Burger and Beyond Meat, Kroger has some news for you to sink your teeth into.

A new collection of meatless burger patties and grinds called “Simple Truth Emerge” were recently unveiled by the Cincinnati-based grocery chain. These new offerings join Kroger’s Simple Truth Plant Based collection introduced last year.

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“Kroger continues to be at the intersection of plant-based curiosity and culinary innovation. 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’s vice president of Our Brands Gil Phipps said in a release. “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.”

According to Kroger, its Simple Truth Emerge products offer the same taste, texture and sizzle as beef, and are free of GMOs, dairy, gluten and soy. Nutritionally speaking, the meat alternative (which utilizes protein from peas) provides 20 grams protein per serving.

Already hooked on meatless patties, or just curious about plant-based options? Look for Simple Truth Emerge products in the packaged meat case of a Kroger near you.

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