IRVINE, Calif. – Officials with Before the Butcher, announced on Oct. 23 the launch of its plant-based Uncut line of meat alternative burger and sausage products in the grab-and-go cases of 192 Southern California area Ralph’s Grocery stores, a brand under the Kroger Co.’s banner. The debut at Ralphs stores will be followed by additional distribution to 50 more retail locations by Nov. 1, which will include 40 Lucky’s Markets across 10 states and 10 Central Market stores in Texas. Whole Foods Market in Long Beach will also carry the product line, which includes Before the Butcher’s Uncut Burger, Uncut Savory Chicken Burger, Uncut Roasted Turkey Burger and the Uncut Breakfast Sausage Patty.
Besides the grab-and-go offerings, some stores will use Uncut products as ingredients in prepared food items, such as meat-free chicken salad. Officials forecast Uncut products will be sold in more than 1,500 US retail stores by Jan. 1, 2020. They are also distributed to customers in the foodservice segment.
“The plant-based meat space is exploding, and we have two key differentiators that we believe will help us quickly build market share,” said Danny O’Malley, founder and president of Before the Butcher. “Offering four products enables us to appeal to different consumer tastes as well as provide menu variety,” he said of the products, made from non-GMO soy, refined coconut and canola oils. “These are core advantages as we enter the retail channel.”