The Kroger Co. announced Sept. 5 a new collection: Simple Truth Plant Based. The collection will include fresh meatless burger patties and grinds as well as plant-based cookie dough, pasta sauces, sausages, deli slices, dips and other items.

The Simple Truth collection was announced by Gil Phipps, Kroger's vice president of Our Brands, on stage at the Good Food Conference in San Francisco, Cal., where he was a featured speaker. The conference, hosted by the Good Food Institute, focuses on accelerating the marketplace for plant-based food.

"Since its launch in January 2013, Simple Truth has become the leading natural and organic brand in the country, with annual sales exceeding $2.3 billion," Phipps said. "As more of our customers embrace a 'flexitarian' lifestyle, choosing to prioritize healthier food choices and reduce their environmental footprint, we are excited to meet their needs. We are introducing our Simple Truth Plant Based collection to offer even more fresh, remarkably delicious, animal-free food to provide shoppers with a greater selection of choices that are more accessible and affordable."

Increasing numbers of U.S. consumers, especially Millennials and women, are following a flexitarian style of eating, as Kroger reported in its 2019 food trends outlook. Studies show that nearly one-third of the U.S. population is integrating more plant-based food into their diet and reducing their daily meat and dairy intake.

Kroger's team of chefs, food scientists and nutritionists collaborated to develop the collection's recipes, which offer 100% plant-based alternatives.

"Kroger's commitment to innovating and creating new plant-based food mirrors the growing number of customers exploring meat and dairy alternatives," said Nicole Davis, Kroger's senior category strategy and innovation manager for Our Brands. "Taste is and will always be our number-one focus, and you can expect Kroger to continue to invest in this category, as we are committed to providing our customers with products that support their eating preferences and health and wellness goals."

Phipps said Kroger is at the intersection of “plant-based curiosity and culinary innovation.”

“Our customers are really open right now to exploring plant-based alternatives, and we're responding with our new collection," he said.

Simple Truth plant-based products will arrive every month this fall into 2020.