Battle Creek, Michigan-based Kellogg’s is introducing a new addition to its plant-based portfolio, with the entry of Incogmeato by MorningStar Farms. This new product line includes the company’s first ready-to-cook plant-based burger to be sold in the refrigerated meat case and frozen, fully prepared 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,” says Sara Young, GM, MorningStar Farms, plant-based proteins.
The new Incogmeato by MorningStar Farms items, 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 one in four actually purchase a plant-based alternative,” says Young. “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.”
MorningStar Farms has been a category leader for more than 40 years, producing plant-based foods, from burgers and chicken, to breakfast sausage and corn dogs. Its mission is to make plant-based eating more accessible and enjoyable. MorningStar Farms delivers roughly 90 million pounds of plant-based protein to people all over the country. It’s the plant-based protein brand with the highest consumer repeat rate. Nielsen data shows that when shoppers try MorningStar Farms first, they’re more likely to come back for more—thanks to the great taste, variety of options, affordable prices and how easy it is to find in stores.
Sold in the refrigerated meat case, the 4-oz. 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.