Lightlife to enter thousands of new stores including Kroger, Publix, and Target supported by new marketing campaign

16-Oct-2019 - Last updated on 16-Oct-2019 at 16:41 GMT

Photo: Lightlife

Lightlife's new plant-based meat burgers, sausages and grounds are rolling out to more than 12,000 retails stores where they will be sold in the meat aisle alongside animal proteins.

Earlier this year, Lightlife announced a rollout to over 3,400 stores across the US and Canada including Albertsons, Fresh Thyme, Jewel, Safeway and Wegmans, as well as a national Whole Foods launch in July. Its most recent distribution expansion includes listings with Kroger, Publix, and Target.

Retail sales of plant-based meat alternatives continue to heat up with many brands competing for their share of the market. US retail sales of these products topped $800m in the 52 weeks to April 21, 2019, according to the Good Food Institute.

Lightlife is the #1 selling refrigerated plant-based meat brand, according to data from SPINS (MULO + Natural Channel excluding Whole Foods Market unit sales for the 52 weeks ended Sept. 8, 2019).

Since launching its new plant-based meat line earlier this year, Lightlife's brand sales have doubled versus last year at retailers who started carrying the products earlier this summer (based on dollar sales for the last four weeks ended 09/08/19, SPINS MULO & Natural Channel, excluding Whole Foods Market).

“Lightlife fans have been vocal on our social channels, asking for the new products in more grocery stores locally. We are committed to fulfilling demand and providing customers with high-quality plant-based products,” said Dan Curtin, president and CEO of Greenleaf Foods (parent company to Lightlife and Field Roast brands).

Lightlife products

Lightlife claims to deliver “the sensory consumers crave from traditional meat” with it plant-based burgers, grounds, and sausages, which are all free from GMOs, gluten, soy, and artificial flavors.

The ingredient deck for its plant-based burger, which contains 20g of protein, 0 grams of cholesterol, and 2.5 grams of saturated fat, includes water, pea protein, expeller pressed canola oil, modified corn starch, modified cellulose, and yeast extract.

Stepped up marketing efforts

In addition to its expanded store presence, Lightlife has launched a new nationwide marketing campaign featuring celebrity couple and parents, Kristen Bell and Dax Shepard.

The "A Taste of Honesty Campaign" is targeting families, especially parents who may struggle with picky eaters in their household.

“Dax and I believe that honesty is the best policy—in parenting and with food,” said Bell. “As a flexitarian household, we’re excited to partner with Lightlife to celebrate their plant-based burger that tastes so good, we don’t have to lie to our kids about it!”

“Partnering with Kristen and Dax is a significant moment for the brand,” added Michael Lenahan, vice president of marketing at Greenleaf Foods.

“As America’s most honest, relatable, and fun-loving celebrity couple, they share Lightlife’s core brand values. This campaign underscores our commitment to empowering families and inspiring honest conversations about food around the dinner table.”