Supermarket Perimeter - September 2020 - 16

its customers really like. The company's goal is to have
plant-based options in all categories.
Beyond Meat has always been very popular among
Barons customers, as have products from Miyokos
Creamery (butter and cheeses) and Violife (cheeses). In
addition, Café Spice has a few plant-based grab and go
entrees that are excellent and have moved well at Barons
stores, and the chain's customers love Kite Hill plantbased dips and Divvie's baked goods, Shemirani said.
"Brands are constantly working on creating really
delicious plant-based products that are made with
quality ingredients, so I think we'll see better products
overall. We think there will be more grab n' go plantbased entrees too."
Barons also has a lot of great plant-based products
in its freezers. The company's customers are stocking
up on more frozen products due to COVID, Shemirani
said - they want products that will last longer. Some of
the top sellers at Barons include Oggi's Pizza made with
cauliflower crust, Beyond Meat and vegan cheese and
Coolhaus non-dairy ice cream.

Gelson's was the first
grocer to carry Impossible
Foods' retail pack.

down the line. We look forward to satisfying cravings of
vegetarians and flexitarians alike - consumers open to
finding a no-sacrifice way to clean up their diet.

Beyond health
Rachel Shemirani, senior vice president for San Diegobased Barons Market, doesn't discount the enormous
role health plays in consumers' decision to add more
plant-based foods into their lives.
But it helps a lot, she said, that plant-based foods
taste better than they ever have and are much more
accessible.
"It's easier than ever to change from traditional
burgers to a Beyond burger without sacrificing taste or
quality," Shemirani said. "Our customers are also aware
of the environmental impact following a plant-based
diet has."
Barons' plant-based product roster is growing "very
quickly," Shemirani said. The retailer used to feel that it
had to bring in an organic option for all the traditional
products it had. Now, it wants to bring in a plant-based
option to all the products it carries.
That includes milk, yogurt, cheese, ice cream, eggs,
baked goods, hot dogs, hamburgers - Barons has even
found a vegan, plant-based tuna salad and egg salad that
16 - SEPTEMBER 2020

MorningStar, Boca Burger, Beyond Meat, Gardein and
Impossible are the top five plant-based meat alternative
brands, consumers say.
Two-thirds of those surveyed have purchased
MorningStar, 64% Boca Burger, 51% Beyond Meat, 43%
Gardein and 36% Impossible.
Brand awareness for the top brands is strong. Just 18%
of US consumers said they hadn't heard of MorningStar,
followed by Boca Burger (21%) and Beyond Meat (23%).
And many of those brands are being purchased and
consumed a lot more often. A third of shoppers said they
eat plant-based meat alternatives several times a week;
12% do so daily. Eight in ten eat plant-based proteins
for dinner, nearly two-thirds at lunch and one-third for
breakfast. Seventeen percent eat them as a snack.
One of those top brands, Impossible, is now sold in
more than 9,000 grocery stores nationwide, Soeharto
said. Since March, the company has increased its retail
footprint more than 60-fold, including launching at
Walmart, Trader Joes, Publix, Kroger, Safeway, Smith's,
Ralphs, Fred Meyer, Albertsons, Jewel-Osco, Pavilions,
Vons, H-E-B, Central Market and other stores.
On the foodservice side, in June Impossible launched
its Impossible Sausage Made From Plants at more than
22,000 restaurants nationwide. Burger King introduced
the Impossible Croissan'wich at its 7,500 U.S. locations,
and Starbucks announced its own breakfast sandwich
made with Impossible Sausage at its 15,000 U.S.
locations.
The Impossible Burger made its grocery store debut
in September 2019 at select retailers including Gelson's,

GOOD FOODS, LAKEVIEW FARMS

Top brands



Supermarket Perimeter - September 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2020

Supermarket Perimeter - September 2020 - 1
Supermarket Perimeter - September 2020 - 1
Supermarket Perimeter - September 2020 - 2
Supermarket Perimeter - September 2020 - 3
Supermarket Perimeter - September 2020 - 4
Supermarket Perimeter - September 2020 - 5
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Supermarket Perimeter - September 2020 - 7
Supermarket Perimeter - September 2020 - 8
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