Moving plant-based meat, dairy and egg alternatives out of their niche sections and into the cases alongside the traditional animal-based versions of those foods has been a growing trend at some supermarkets in recent years.
Now, a 12-week pilot program at 60 Kroger KR +0.2% stores shows the strategy could be the right one for growing sales, according to results released this morning.
Last December, Kroger partnered with the Plant Based Foods Association on the project, which placed the full selection of plant-based meats in three-foot sets in the meat departments at stores in Colorado, Illinois and Indiana.
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