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A food brand is expanding its plant-based portfolio with a new ‘meat-like’ line.
MorningStar Farms, a brand of Battle Creek-based Kellogg Company, will roll out a new vegan product line called Incogmeato that will be available in grocery stores and to the food service market beginning in early 2020, according to the brand last week.
The new line will include MorningStar Farms' first ready-to-cook plant-based burger to be sold in the refrigerated meat case, as well as frozen, fully prepared plant-based Chik’n tenders and nuggets.
More consumers are "choosing a ‘flexitarian’ lifestyle and actively reducing meat," said Sara Young, general manager of plant-based proteins, MorningStar Farms.
“We know that about three-fourths of Americans are open to plant-based eating," Young said. "Yet, only one in 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 No. 1 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.”
The 4-ounce plant-based Incogmeato burger will be made with non-GMO soy.
The Incogmeato Chik’n tenders and nuggets, also made with non-GMO soy, will be placed in the freezer section next to traditional chicken offerings.
All MorningStar Farms foods are clearly labeled as plant-based.