Kellogg’s Incogmeato launches plant-based sausages for grilling

19 Feb 2020 --- In a bid to get ahead of the grilling season, Incogmeato, the plant-based line that “masquarades as meat” from MorningStar Farms, the vegetarian division of the Kellogg Company, has unveiled new ready-to-cook products for US retail. These include the non-GMO soy Burger Patties, Original Bratwurst and Italian Sausage that “trick your taste buds” with products that “look, cook and taste just like meat.” The launch is set for March this year and comes following last September’s announcement of the Incogmeato line, including the first ready-to-cook plant-based burger and frozen, fully prepared plant-based chicken tenders and nuggets.

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

“The category for plant-based meat is still in its infancy,” a spokesperson at Kellogg Company tells FoodIngredientsFirst. Nevertheless, it is rapidly expanding. The launch is in line with the number two trend from Innova Market Insights for this year, “Plant-Based Revolution.” The market researcher highlights a 59 percent average annual growth in food and beverage launches with a “plant-based” claim (Global, CAGR 2014 to 2019).

The meat analogs made for grilling are marketed for their cooking performance and nutritional value. Patties sizzle and sear just like meat and include 21 grams of 100 percent plant-based protein, according to the company. Moreover, the line is 100 percent vegan and contains only flavors that are derived from natural sources. The burgers also claim to be a good source of iron and vitamin B12.

Vegan and vegetarian plant-based sausages are rolling out just in time for the summer grilling season.“Our Burger Patties, Original Bratwurst and Italian Sausage are the first of many new plant-based foods coming this year from Incogmeato so that people who are looking to sneak more plants on their plate can do so deliciously,” adds Sara Young, General Manager, Plant-Based Proteins at Kellogg Company.

The products will appear throughout the US in the fresh meat case, appealing to flexitarians looking for a fresh alternative on the market. ADM’s OutsideVoice Protein Perception & Awareness Study recently revealed that 44 percent of US consumers now identify as flexitarian. Motivated primarily by health, wellness and sustainability concerns, this powerful group drives demand for foods and beverages with plant-based proteins. These motivations, coupled with expectations for exceptional flavor and product variety, are shaping 2020 trends in the plant-based protein category.

The race to plant-based
As manufacturers push R&D in the meat analog space, new plant proteins are being utilized in addition to the traditional soy, including fava and pea protein. However, the high demand for certain proteins, such as pea protein, is resulting in shortages. 

Hydrocolloids, such as methyl cellulose, are increasingly more difficult to find, according to Dennis Seisun, Organizer of the annual Food Hydrocolloid Conference. This poses a challenge to makers of plant-based products who are looking for a stable supply to achieve a texture similar to that of animal cells. However, alternatives derived from citrus fiber are gaining popularity.

This spring will be a busy season in the plant-based space. Nestlé’s US brand Sweet Earth is due to launch a pea protein-based sausage in April, in three varieties, including Habanero Cheddar, Asian Ginger Scallion and Chik’n Apple.

UK-based The Meatless Farm Co is continuing its expansion into the global plant-based food market with a new partnership with meal kit company Gousto, and has begun exploring similar US partnerships.

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.

By Missy Green