US grocery stores roll out private label plant-based beef to compete with Beyond Meat, Impossible Foods

Cashing in on rising demand for imitation meat, major retailers including Kroger and Walmart recently began to carry Beyond Meat’s plant-based burgers and sausages.

Now, several stores are creating similar products that will compete with Beyond Meat.

Kroger Co, the biggest U.S. grocer, on [Jan 8] rolled out its own line of plant-based imitation meat burgers nationwide under its Simple Truth in-house brand. The retailer said its pea protein-based products would be sold at “more affordable prices” than competing brand-name imitation meat. A Kroger spokeswoman said a two-patty pack would sell at about $4.99 to loyalty-card-holding customers.

German-owned discount supermarket Aldi U.S., which sells Meatless Meatballs and Chickenless patties, said it keeps its plant-based meat products at prices ranging from $3 to $4.

In comparison, a package of two Beyond Burgers sells for about $5.99 at some major big-box stores.

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Albertsons Co Inc, whose grocery store chains include Safeway and Jewel-Osco, told Reuters that it prices its imitation meat at 50 cents to a dollar cheaper than products sold by Beyond Meat or Maple Leaf Foods’ Lightlife – another big plant-based meat maker.

Read full, original article: Grocers roll out plant-based burgers – at prices below Beyond Meat