Grocers roll-out plant-based burgers – at prices below Beyond Meat

Kroger two-patty-pack will sell at about $4.99, while a package of two Beyond Burgers sells for about $5.99 at some major big-box stores.

RICHA NAIDU: ‘Kroger, the biggest U.S. grocer, 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 the company’s own-brand plant-based meat was developed by an in-house R&D team and produced by a third-party… And 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 Chicken-less 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… 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. Private-label brands will need to sell plant-based products at a net wholesale cost that is about $1.25 lower than Beyond Meat and other rivals, private label consultant Jim Wisner of Wisner Marketing Group Inc said. “Product, of course, needs to be equally good or better”.’ SOURCE…

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