PBFA, Kroger Conduct Plant-Based Meat Test

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Courtesy of PBFA.

The Plant Based Foods Association (PBFA) has launched a plant-based meat test with Kroger, according to a press release. 60 Kroger stores across Denver, Indiana, and Illinois now sport three-foot plant-based meat sets within the conventional meat department. The goal is to measure the impact of changing plant-based meat placement on sales and customer engagement.

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The research started on December 9, and will continue for 16 weeks. PBFA will track consumer engagement as well as dollar and unit sales of plant-based meats sold within the meat department. The association will also be conducting shopper interviews and shopper marteting communication, to obtain the most comprehensive results. The goal is to provide retailers with actionable data to inform merchandising decisions, the release says. The test includes plant-based burgers, sausages, deli slices, roasts, seitan, and jackfruit.

Courtesy of PBFA.

Julie Emmett, Senior Director, Retail Partnerships at PBFA, said in the release: “I recently traveled to Denver to see the new plant-based meat set and oversee shopper interviews. We are so grateful for the support of the entire Kroger team, including Kroger’s data analytics subsidiary, 84.51°. We look forward to turning the shopper data gained from the test into actionable insights on behalf of the entire industry!”

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