CINCINNATI — Kroger Co. has announced the launch of Simple Truth Emerge: Plant Based Fresh Meats. An expansion of Simple Truth — “America’s largest natural and organic brand” — Simple Truth Emerge is a line that offers fresh burger patties and grinds at more affordable prices, according to Kroger.

Available exclusively at Kroger Family of Stores, Simple Truth Emerge joins the Simple Truth Plant Based collection, which the company introduced last year, and offers vegan chocolate chip cookie dough, oat milk, sour cream, deli slices, sausage and other products.

The Simple Truth Plant Based collection was first announced, including a sneak peek of Simple Truth Emerge, last September at the Good Food Conference in San Francisco, where Gil Phipps, Kroger’s vice president of Our Brands, spoke on a panel alongside other industry experts about the importance of accelerating the marketplace for plant-based food.

“Kroger continues to be at the intersection of plant-based curiosity and culinary innovation. As more of our customers explore and embrace a flexitarian lifestyle, Simple Truth Emerge is a fresh innovation that provides a flavorful meat alternative that cooks comparably,” Phipps said at the conference. “Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat. And Simple Truth Emerge is an illustration of the commitment that Kroger has to providing our 11 million daily customers with new choices that fit their evolving eating styles and preferences.”

Simple Truth Emerge patties and grinds offer the same taste, texture and sizzle on the grill or in a pan as beef and are free of GMOs, dairy, gluten and soy. Simple Truth Emerge patties and grinds provide 20 grams of pea-based protein per serving and are located in the packaged traditional meat case.