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Kroger Test-Drives Plant-Based Meat
Merchandises alternatives alongside conventional. Will the retailer sell more plant-based burgers if it merchandises them in the conventional meat case? A new test in 60 stores seeks to find out.
Jennifer Strailey
December 18, 2019
1 Min Read
Will the retailer sell more plant-based burgers if it merchandises them in the conventional meat case? A new test in 60 stores seeks to find out.Photograph courtesy of Kroger
The Kroger Co. is employing an innovative plant-based meat test at 60 stores across Denver, Indiana and Illinois. The goal of the research, conducted in partnership with the Plant Based Foods Association (PBFA) in San Francisco, is to measure the effect on sales and customer engagement when plant-based alternatives are merchandised in the meat department.
Kroger shoppers can now find 3-foot plant-based meat sets within the conventional meat department in dozens of the Cincinnati-based grocer’s stores. The test, which began Dec. 9, will run for 16 weeks.
In addition to tracking quantitative sales data, including dollar and unit sales, the PBFA is conducting shopper interviews and shopper marketing communication during the test.
“Our goal is to provide retailers with actionable data to inform merchandising decisions and optimize plant-based food sales,” Julie Emmett, senior director of retail partnerships for the PBFA, said in a statement. The test includes plant-based burgers and sausages, deli slices, roasts, seitan and jackfruit.
