US retailer Kroger is adding 50 new products to its own-label Simple Truth Plant Based collection, in response to the growing demand for plant-based products. Among the 50 new products are dairy-free cheeses, oat milk ice cream, almond milk yogurts and Emerge Chick'n patties and grinds. All new products in the range will be available exclusively from Kroger stores. The Simple Truth plant-based range was introduced in September 2019 with 20 products, including oat milk, sausage alternatives, and plant-based deli slices. Kroger claims that the addition of the new products will increase Simple Truth's plant-based portfolio to 75 foods and beverages by the end of 2020. According to Kroger, the release of the new products comes as an increasing number of consumers are adopting flexitarian or fully plant-based eating habits, prioritising healthier food choices and reducing their intake of traditional meat and dairy products. The creation and launch of the first chicken-alternative in the collection, Simple Truth Emerge Chick'n, reportedly follows increased demand for the Simple Truth Emerge burger patties and grinds that were launched by the retailer earlier this year. Stuart Aitken, Kroger's chief merchant, said: "We're excited to introduce the latest additions to our Simple Truth Plant Based collection to provide an expanded selection of affordable, delicious and quality products for our customers who live a vegan, vegetarian or flexitarian lifestyle. "We look forward to continuing to drive the growth of the plant-based category through our Simple Truth brand, which exceeded $2.5 billion in sales last year, and we anticipate increased interest in our plant-based selection in 2021 and beyond." Brad Studer, Kroger's senior director of Our Brands, added: "We believe that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat, and we will continue to innovate and inspire our selection of products to deliver on that very promise for our customers."