Kellogg reveals it is discontinuing the Incogmeato Burger, a part of its MorningStar Farms line of plant-based foods, reports Food Dive. The company will continue to sell its other Incogmeato offerings, including Chik’n Nuggets, Tenders and breakfast items.
“We are always looking for ways to innovate our product offerings at MorningStar Farms”
The move comes two months after Kellogg halted plans to divide its operations and spin off its plant-based unit into a separate company. In February 2023, the company announced it had changed course and would retain its plant-based operations, predicting a “shakeout” in the category: “When we began this process, valuation for peer companies were stratospheric compared to where they are today,” Kellogg Chief Executive Steven Cahillane said at the time. “We see an imminent shakeout coming. It’s happening already. And there’ll be a couple of players left standing.”
Kellogg first debuted the Incogmeato line in 2020, and the range has since expanded to include breakfast novelties and “first-of-its-kind” creations, like plant-based Chik’n Fries.
While the company has not released details on why it is discontinuing Incogmeato Burgers, media reports speculate intense competition from Impossible and Beyond burgers possibly played a role.
“We are always looking for ways to innovate our product offerings at MorningStar Farms,” said Kellogg in an email statement. “While we have discontinued the Incogmeato Burger, we continue to add products to our lineup every year, providing new ways for people to enjoy easy, delicious, veggie-filled meals at every occasion.”