(Reuters) – Kroger Co (N:) on Thursday said it would launch its own line of meatless burger patties, as the supermarket chain tries to cater to a growing appetite for plant-based meat alternatives, made popular by Beyond Meat (O:).

The supermarket chain, which was one of the first retailers to sell Beyond Meat’s plant-based burgers, will sell the products under its “Simple Truth” brand and include deli meats, sour cream and queso.

Companies including Tyson Foods Inc (N:) and Perdue Foods are also rolling out products made of plant-based meat as vegan diets gain popularity.

Piper Jaffray analysts estimate sales of plant-based meat could account for about 7% to 8% of the $80 billion meat industry, with much of it coming from new, refrigerated products with a look and feel more similar to grass-fed meat.

Kroger’s shares were up about 2% in afternoon trading.

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