First It Was KFC, Subway and Burger King. Now Another Big Name Has Made Plant-Based Meat Legit

If imitation is the sincerest form of flattery, then seeing a generic, store-brand version of your breakthrough food product at the grocery store means it must be here to stay. That's where we're at now with plant-based meats on Thursday after grocery store giant Kroger announced a new label for its more than 2,700 food stores dubbed Simple Truth Plant Based. Simple Truth-branded products represent Kroger's attempt to get fans of natural and organic foods to buy the store brand's offerings instead. Think of them as premium generics. Now the Simple Truth lineup includes plant-based burger patties and sausages. You know a trend is for real when a generic version of the product lands on the shelves. Or, as Kroger's Gil Phipps put it on stage at the Good Food Conference in San Francisco where the announcement was made:"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."...MORE