As an increasing number of American’s try-out plant-based diets, Kellogg is planning to release an imitation meat product that will reportedly ooze on the grill the same way real meat does.
On Wednesday, the American food manufacturer announced a vegan meat range called “Incogmeato” that includes burgers, chicken nuggets and tenders. The faux burger patties will be sold in the refrigerated meat section and the company’s soy-based chicken tenders and nuggets will be sold in the freezer aisle.
Kellogg will sell the veggie products under its MorningStar Farms brand.
“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 Sara Young, general manager of the MorningStar Plant-Based Proteins Department.
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MorningStar has offered frozen veggie burgers for years, but patties were never designed to taste exactly like real meat. The company’s latest offering, however, will “sear wonderfully” and “bleed on the grill,” according to Bloomberg.
Imitation meat burgers have gone mainstream in recent years thanks in part to the success of brands like Beyond Meat and Impossible Foods, which offer products that have a similar look and texture to real meat.
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Kellogg’s announcement comes months after Tyson Foods unveiled its alternative protein offerings, which includes nuggets as well as blended burgers made with a combination of beef and plants.
The global branded food company Hormel began its plant-based and blended protein efforts in 2014, and Kroger recently announced a line of alternative meat products that includes sausage and deli meats made by its Simple Truth brand.
Follow Dalvin Brown on Twitter: @Dalvin_Brown.