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

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

Creating meat alternatives designed to look, sizzle and taste like the real thing is one of the hottest trends in the food industry. And with its new Incogmeato line of plant-based burgers, bratwurst and sausage, Kellogg’s MorningStar Farms is one of the latest brands to join.

“Our chefs and culinary team spent a lot of time working through texture, flavor, cooking and overall mouthfeel to make sure that these products deliver on a better meat-like experience,” said Sara Young, general manager of plant-based proteins at the Kellogg Company.

While MorningStar Farms has been selling veggie alternatives made with the likes of black beans and mushrooms for more than 40 years, Incogmeato is the brand’s first offering specifically designed to mimic meat.



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