Dive Brief:
- Price Rite Marketplace has added plant-based protein options to its in-store offerings including Beyond Meat Burger Patties, Pure Breakfast Patties and Perdue Chicken Plus Nuggets, Patties and Tenders, according to a press release sent to Grocery Dive.
- The new assortment, which hit shelves Oct. 21, is being provided in response to customer demand for alternatives to traditional meat, Price Rite president Jim Dorey said in a statement.
- The addition of plant-based foods is part of Price Rite's broader strategy to offer customers new products and a fresh experience. The company is currently remodeling dozens of stores and has already completed updates to 32 stores in the Northeast.
Dive Insight:
Like many other grocers, Price Rite is adding more plant-based products in response to the growing popularity of different protein options. The move also supports Price Rite's attempt to refresh its image as a more forward-thinking, on-trend place to shop.
Price Rite parent company Wakefern is aiming make the banner more innovative through testing new technologies and enhancing in-store and online customer experience, Wakefern chief operating officer Joe Sheridan said at the company's shareholder meeting last year. Responding to shifts in consumer demand and stocking a variety of products that could draw shopper interest supports this goal.
The market for plant-based foods has grown 11% since 2018, bringing its total value to $4.5 billion, according to research from the Plant Based Foods Association. Some of this growth is due to the addition of plant-based products in supermarkets.
Albertsons offers O Organics plant-based frozen meals, while Kroger launched its Simple Truth plant-based line in September. Impossible Burger recently made its retail debut at Gelson’s Markets in Southern California and has plans for further expansion. Price Rite’s decision to expand its plant-based offerings will help it stay on track with competitors and remain relevant to shoppers.
Revitalized decor and market-style produce departments including fresh fruits and vegetables and organic options are key elements to the grocer's remodeled stores. Price Rite recently won a National Grocers Association 2019 Creative Choice Award for its recent store remodels.
