MorningStar Farms To Launch Plant-Based 'Incogmeato' Range

'Consumers are still seeking the amazing taste, texture, and sizzling qualities of meat but want a better alternative for themselves and the planet'
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The range will hit stores the shelves next year (Photo: Twitter / MorningStar Farms)

The range will hit stores the shelves next year (Photo: Twitter / MorningStar Farms)

Major vegetarian food brand MorningStar Farms is to launch a plant-based range dubbed 'Incogmeato'.

The new range, which aims to be available in grocery stores and foodservices in 2020, features vegan burgers, Chik'n tenders, and Chik'n nuggets.

'Satisfying meat-like experience'

According to Yahoo Finance, Sara Young, General Manager of MorningStar Farms, said: "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.

"We know that about three-fourths of Americans are open to plant-based eating, yet only one four actually purchase a plant-based alternative.

"So, 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."

Vegan by 2021

Earlier this year the company, which is owned by Kellogg's, said it would ditch all animal products and go vegan by 2021 - a move that will eventually save 300 million eggwhites per year.

50 percent of its portfolio has already been transitioned to become plant-based, with a further 15 percent to follow by the end of the year.

"This is a very exciting opportunity for us – by making this change, MorningStar Farms favorites can be enjoyed by even more people at home and on-the-go who strive to add plant-based proteins to their plate," Mel Cash, Head of Global Marketing, Plant Based Protein at Kellogg Company, said in a statement.

"This will also help us further our commitment to a greener world by helping to reduce the water waste, land usage, and carbon emissions associated with egg production.