Food & Beverage

Kellogg’s Introduces Plant-Based “Incogmeato” Line to MorningStar Farms Portfolio

MorningStar Farms, a subsidiary of Kellogg’s, announced today that it will introduce a new addition to its plant-based portfolio, with the entry of Incogmeato. This new next-gen product line includes the company’s first ready-to-cook plant-based burger to be sold in the refrigerated meat case and frozen, plus plant-based Chik’n tenders and nuggets.

“As more consumers are choosing a ‘flexitarian‘ lifestyle and actively reducing meat, we’re thrilled to be extending the MorningStar Farms portfolio with a delicious and satisfying meat-like experience,” said Sara Young, General Manager, MorningStar Farms, Plant-Based Proteins.

The new Incogmeato products, available in grocery stores and foodservice beginning in early 2020, include:

  • Plant-based burger patties, refrigerated

  • Plant-based Chik’n tenders, frozen fully prepared
  • Plant-based Chik’n nuggets, frozen fully prepared

“We know that about three-fourths of Americans are open to plant-based eating, yet only 1 in 4 actually purchase a plant-based alternative,” Young said. “So, the intent is fully there, but it hasn’t necessarily been followed with action. We know the number one barrier to trying plant-based protein is taste. These consumers are still seeking the amazing taste, texture, and sizzling qualities of meat but want a better alternative for themselves and the planet.”

The new plant-based portfolio will hit retail meat cases in grocery stores and foodservice in early 2020. Sold in the refrigerated meat case, the 4-ounce plant-based patties are made with non-GMO soy. The plant-based Chik’n tenders and nuggets, also made with non-GMO soy, will be placed in the freezer section next to traditional chicken offerings, making them easy for consumers to find. All MorningStar Farms foods are clearly labeled as plant based.

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