Kroger has partnered with The Plant Based Food Association (PBFA) to launch a plant-based meat retail concept at 60 of its supermarkets across the US.
The US supermarket chain will introduce three-foot plant-based meat sets and place them within the conventional meat department of its test stores for 20 weeks.
By teaming up with PBFA, a trade association representing more than 150 plant-based food companies, Kroger aims to determine whether sales will increase as a result of moving the plant-based meat to a more accessible area for customers.
The collaborative research project will take place in 60 stores across Denver, and parts of Indiana and Illinois with the intentions of testing broad and diverse customer groups to enable representative results of the customer engagement.
Data analytics subsidiary of Kroger, 84.51° will help conduct the test using its proprietary tools and technology to transform the customer data into actionable knowledge.
“We are thrilled to partner with Kroger on this innovative and exciting project. Plant-based meat sales have been increasing dramatically year over year, even while most of them are placed where only the most dedicated consumers are likely to find and purchase them,” said Julie Emmett, senior director of retail partnerships for the Plant Based Foods Association.
“We are confident that this test will demonstrate that plant-based meat sales will increase even more when consumers have easier access to them. We applaud Kroger for taking the lead on plant-based meat merchandising, and we are confident that the outcome will be a win for retailers, suppliers, and especially for consumers.”
Based on the results, the US retailer will gain insight into how is best to engage with customers which will guide future merchandising and marketing decisions.
News of this research project follows a few days after Kroger revealed its release of new plant-based products under its Simple Truth brand, including meatless burger patties and non-dairy beverages.
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