Supermarket chains are rolling out their own private-label veggie burgers in the United States, undercutting prices for brand-name products such as Beyond Meat and Maple Leaf Food’s Greenfield.
Kroger Co., the biggest U.S. grocer, on Wednesday rolled out its Simple Truth in-house brand, saying it’s pea-based product will sell for “more affordable prices.”
A Kroger spokeswoman said a two-patty pack will sell for about $4.99 customers who have a Kroger card.
Aldi, owned by a German company, sells Meatless Meatballs and Chickenless patties for $3 to $4 compared with $5.00 for Beyond Meat products.
Albertsons Co. Inc., whose grocery store chains include Jewel-Osco and the U.S. Safeway chain, said its imitation meat sells at 50 cents to $1 less than Beyond Meat or Maple Leaf Foods’ Lightlife competing products.
