Kellogg’s Hopes Its New Plant-Based Meat Will Sizzle Louder Than the Competition

Experts believe the category will grow, but not all brands will survive

Three meat products
MorningStar Farms' line of Incogmeato burgers, bratwurst and sausages are designed to taste like the real thing. Courtesy of Incogmeato

If, as the saying goes, imitation is the sincerest form of flattery, meat should be feeling pretty good about itself right now.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.