Published On: Wed, Sep 11th, 2019

MorningStar reveals plans for global expansion of newly launched plant-based meat brand Incogmeato

Kellogg’s has set its sights on a UK launch for Incogmeato, its plant-based meat alternative brand from its MorningStar Farms division.

morningstar incogmeato uk

The company launched the Incogmeato brand in the US last week with three brand new non-GMO soy-based products including chilled Burger Patties and frozen Chik’n Tenders and Chik’n 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,” said MorningStar general manager Sara Young.

According to Young, the new range hopes to entice customers looking to include more plant-based products in their diets. She explained that whilst many people are “open to plant-based eating”, few “actually purchase a plant-based alternative.”

Incogmeato aims to offer these customers products with the taste and texture of their favourite meat-based products. “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,” added Young.

Incogmeato’s range will be rolled out across US grocery stores and be available for purchase in early 2020, but the brand has big plans for a global launch in countries including the UK, which would mark the first time MorningStar products have been available in the country since the company launched its vegetarian product range in 1975.

Speaking to The Grocer, a spokesman for Kellogg’s said: “We are actively evaluating our global expansion plans for MorningStar Farms.”

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