With the introduction of a new product line by the name of Incogmeato, MorningStar Farms is diversifying its plant-based portfolio with fully prepared plant-based Chik'n tenders and nuggets, as well as its first ready-to-cook plant-based burger, which will be sold in the refrigerated meat case.
These new products were created specifically for those who are adopting flexitarian eating habits and are reducing their consumption of meat. According to Sara Young, General Manager, MorningStar Farms, Plant-Based Proteins, "About three-fourths of Americans are open to plant-based eating, yet only 1 in 4 actually purchase a plant-based alternative. So, the intent is fully there, but it hasn't necessarily been followed with action." Incogmeato specifically tackles taste and aims to provide a meat-like experience to overcome this barrier.
Incogmeato by MorningStar Farms is set to be introduced to grocery stores and foodservice as of 2020.