The Kroger Co. announced the launch of Simple Truth Emerge: Plant Based Fresh Meats. An expansion of Simple Truth Simple Truth Emerge is a line that offers fresh burger patties and grinds at more affordable prices. Available exclusively at Kroger Family of Stores, Simple Truth Emerge joins the Simple Truth Plant Based collection introduced last year, offering vegan chocolate chip cookie dough, oat milk, sourcream, deli slices, sausage and other products. Kroger's Simple Truth brand launches Emerge, a line of plant-based fresh meats, including burger patties and grinds. The Simple Truth Plant Based collection was first announced, including a sneak peek of Simple Truth Emerge, last September at the Good Food Conference in San Francisco, where Gil Phipps, Kroger's vice president of the Brands, spoke on a panel alongside other industry experts about the importance of accelerating the marketplace for plant-based foods. Simple Truth Emerge patties and grinds offer the same taste, texture and sizzle on the grill or in a pan as beef and are free of GMOs, dairy, gluten and soy. Simple Truth Emerge patties and grinds provide 20 grams of pea-based protein per serving and are located in the packaged traditional meat case. Kroger Tests Plant-Based Foods Merchandising Concept Last month, Kroger launched a 16-week merchandising test with the Plant Based Foods Association in a combined 60 stores across two markets to measure the sales and engagement impact of adding plant-based meat sets within the traditional meat set. In addition to plant-based patties and sausages, the test includes deli slices, roasts, seitan and jackfruit. The test aims to produce actionable data and insights to inform merchandising plans and optimize plant-based food sales. Kroger to Expand Simple Truth Plant Based Collection in 2020: With new Simple Truth Plant Based products arriving in stores throughout the year, the collection includes easy-to-identify packaging, featuring a distinct plant-based icon that helps customers locate the items. The entire Simple Truth portfolio includes more than 1,550 natural and organic products, with new items launching monthly. To learn more about the brand, visit SimpleTruth.com. Kroger Launches Simple Truth Sales Promotion: Through January 22, Kroger Family of Stores are hosting a natural and organic sales promotion, featuring Simple Truth products, 5x digital coupons offering more than $100 in customer savings and in-store food sampling events. During the promotion, customers can download coupons via Kroger.com or the Kroger app to receive 75 cents off Simple Truth Emerge patties and $1.50 off Simple Truth Emerge grinds.