Kroger to Partner with Impossible Foods

Kroger will partner with Impossible Foods to bring out private-label versions of plant-based meat alternatives, the grocery giant announced March 4.

Few details were available about the collaboration, which Kroger executives revealed during a conference call to investors.

Speculation arose that Kroger will double-brand alternative protein products with its Simple Truth or another of its store brands along with Impossible Foods. One analyst compared such an arrangement to a deal that Costco has with Tyson Foods, allowing some products to bear the brands of both Tyson and Kirkland, Costco’s line of private-label products.

Kroger already markets meat alternatives under the Simple Truth line that include burgers, sausages, turkey slices, chicken patties and other products.