Private Label

Publix Unveils GreenWise Private Label Plant-based Burgers, Tenders

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In response to increased customer demand for more plant based protein options, the Lakeland, Florida-headquartered Publix grocery chain in the United States is launching frozen pea-based chickenless tenders and meatless burger patties. The GreenWise Chickenless Tenders, arriving in stores in August, and the GreenWise Meatless Burger, released in April, are promoted as offering the “texture and taste of meat while providing 11 and 19 grams of plant-based protein, respectively.”

As an added benefit for customers with food sensitivities, both new products are nondairy and soy- and gluten-free. The retailer, which operates 1,276 stores in Florida, Georgia, Alabama, Tennessee, South Carolina, North Carolina and Virginia, also sells a traditional black bean burger and a veggie burger under the GreenWise brand.

“Customers are requesting more plant-based options to incorporate into their diets,” said Publix Director of Communications Maria Brous. “By developing these meatless products under our trusted private label GreenWise brand, we are offering high-quality options to support their lifestyle.”

The commitment from Publix to help customers make food choices to meet their health, lifestyle and sustainability goals, goes beyond listing plant-based meat alternatives to the seafood sector, said Brous. The company participates in the Ocean Disclosure Project (ODP), to help customers make informed decisions about their seafood, and continues to work with the Sustainable Fisheries Partnership (SFP) to evaluate fish stock and fisheries’ impact on the broader environment and the Global Sustainable Seafood Initiative (GSSI) to verify credibility in seafood certifications.