A million-selling vegan burger - described by its creator as 'breakthrough' - is launching in almost 2,000 Kroger stores across the US.
The Don Lee Farms Organic Plant-Based Burger, which will be sold in the meat section at Kroger, Ralphs, Dillons, King Soopers, Fry's, QFC, and Fred Meyer, has started rolling out.
According to the brand, its gluten-free patty is made from 'a handful of organic plant-based ingredients' and 'sizzles on the grill just like raw beef'.
"Working with Kroger has been a priority for us in our pursuit to expand to where our customers want us to be," Donald Goodman, President, Don Lee Farms, 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."
The burger made headlines last year, when it launched in Costco stores across the US. It made further waves when Don Lee Farms revealed that one million of the patties were sold within 60 days of its release.
"Interest in our Organic Plant-Based Burger has just exploded. We are just keeping up with demand and are implementing plans to expand distribution every week," Donald Goodman, President, Don Lee Farms, said at the time.
"The fact that our Organic Plant-Based Burger is made with plants and not with science has resonated with people. No one wants to eat a burger hidden with artificial or modified ingredients if they have the choice. They want natural. They want organic. They want real.
"The excitement around this burger has been overwhelming. We are now expanding availability in club stores and will be introducing the burger in restaurants and other retail markets in the upcoming months."
The patty will follow the trail blazed by vegan tech startup Beyond Meat by being sold in the meat section. The Beyond Burger was launched in the meat aisle of Target in early 2018.
Beyond Meat Founder and CEO Ethan Brown told Plant Based News: "From the beginning and right up to today, the idea has been that we want to be part of the mainstream discussion in terms of protein at the center of the plate.
"We don't want to be a niche product. We want to get out of the meat alternative case where almost no mainstream consumer shops."