Wednesday, August 2, 2017

Plants Are Invading the Meat Aisle at Kroger

The largest supermarket in the U.S. has a new name in the meat aisle. It just so happens that it’s not made of meat.

The plant-based Beyond Burger, made by startup Beyond Meat, began rolling out in more than 600 Kroger-owned (KR, -0.33%) stores in June—a move that has more than tripled the burger's distribution within two months.

“It’s a very strong signal,” Beyond Meat CEO and founder Ethan Brown tells Fortune. “Much of the world is drawn toward animal protein as a source of protein,” he adds, but “that is really starting to change.”

The Beyond Burger first went into Whole Foods (WFM, -0.11%) in 2016, but the admittance into Kroger—and Safeway (SWY) a few months prior—is an indication that meat alternatives are gaining appeal among the mainstream who may be looking to cut down on their meat consumption for environmental, animal welfare, and health reasons. The Beyond Burger has half the saturated fat compared to a burger made with the real thing and is cholesterol free.. . . more

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