Introducing “Incogmeato”: MorningStar Farms expands plant-based range with burger and nuggets

10 Sep 2019 --- MorningStar Farms, a US division of the Kellogg Company that produces plant-based variations of traditional meat products, has announced the latest addition to its plant-based portfolio with the entry of Incogmeato. The new product line includes the company’s first ready-to-cook plant-based burger to be sold on the refrigerated product aisle, and frozen, fully prepared plant-based chicken tenders and nuggets. The products will hit US grocery stores and foodservice in early 2020, tapping into an increasingly lucrative meat-alternative market.

“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, General Manager at MorningStar Farms, Plant-Based Proteins.

All the products are made with non-GMO soy and will appear next to their traditional meat offerings.

“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,” adds Young. “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 operated in the plant-based category for more than 40 years, specializing in plant-based foods from burgers and chicken to breakfast sausage and corn dogs. The company delivers approximately 90 million pounds of plant-based protein to people all over the country annually. MorningStar Farms markets its brand as the first meat-alternative product tried by US consumers and as the plant-based protein brand with the highest consumer repeat rate.

Plant-based offerings given rise
Globally, the space of plant-based innovation heats up with heavyweight food service giants taking notice of the ample opportunities within this space. Innova Market Insights data reports 14 percent of global meat launches in 2018 were meat alternatives, compared to 6 percent in 2013.

This month, Tyson Foods, Inc., through its corporate venture subsidiary, Tyson Ventures, completed an investment in San Francisco-based New Wave Foods, a company focused on producing plant-based shellfish. It also plans to have a shrimp alternative ready for foodservice operators in early 2020. The move is part of Tyson Ventures strategy of identifying and investing in companies with disruptive products and breakthrough technologies.

Also this month, UK plant-based firm, The Meatless Farm Co, continues to expand with a new Brakes listing. This follows a series of successful UK and international retail launches including Sainsbury’s, Morrisons, Co-op and Whole Foods Market and comes amid a plant-based boom. The new listing will ensure The Meatless Farm Co’s range of plant-based mince, burgers and sausages are available for operators nationwide, as demand increases. The company’s products are made from a signature mix of pea, soya and rice protein.

Meanwhile, Cargill has ramped up its interest in Puris, the largest North American producer of pea protein and a key supplier to Beyond Meat, with an additional US$75 million investment. This enables Puris to more than double its pea protein production using an existing Minnesota facility and to keep pace with the increasing demand for its category-leading pea proteins, starches and fibers.

By Benjamin Ferrer