Meaty vegan burger coming to Kroger store meat sections

The meat alternatives are coming fast — and, with the help of grocery chain Kroger, they’re infiltrating frozen meat aisles across the US.

In the wake of the massive success of made-to-seem-real meat alternatives, like those from Beyond Meat and Impossible Foods, meat and meat alternative brand Don Lee Farms is set to hit 2,000 stores with its own meaty vegan patty, the Don Lee Farms Organic Plant-Based Burger.

A mouthful in more ways than one, these new burgers contain 15 grams of protein each and are made using organic plant ingredients like soy flour, flax seed and oats — so, yeah, that’s what vegan food is made of. They’re also gluten-free and designed to mimic the cooking process of animal-based meats.

According to brand president Donald Goodman, the Kroger launch is but one part of the product’s growing success.

Organic Plant-Based Burger

“Working with Kroger has been a priority for us in our pursuit to expand to where our customers want us to be,” he said.

“With the addition of Kroger, we are bringing the fastest growing burger of its kind to nearly 2,000 locations in the United States. With both private label and branded, we are now in over 8,000 retail markets.”

With its foray into the meat aisle, Don Lee Farms is following the example set by Beyond Meat, a brand with a business model built around meat-section marketing, a tactic which aims to attract flexitarians and regular meat-eaters to plant-based alternatives.

So, take head folks, or you might just find yourself bringing home a sustainable, peaceful, plant-based option by mistake. Wouldn’t that be unfortunate?

That said, those wilfully seeking them out can find Don Lee Farms’ products at Costco, Publix, Wegmans, HEB, Stater Bros, Tops, and Stop & Shop stores across the US.

Header image: Don Lee Farms/Living Vegan
Body image: Don Lee Farms

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