The Incogmeato line of Kellogg’s has reportedly announced plans to launch new meatless pork products coming summer, following the footprints of Beyond Meat and Impossible Foods.
The multinational food manufacturing company had launched Incogmeato as a part of its Morningstar Farms brand and further stated that it would be developing meatless versions of chicken and burger patties. Now, ahead of the scheduled burger launch in March, Incogmeato also unveiled two new products, namely vegan bratwurst and Italian sausage. The two new products that are alternatives of soy-based pork would be available in grocery stores from June.
Sara Young, GM, plant-based protein, Morningstar Farm, stated that nearly $8oo million worth’ of meat is consumed in the weeks before Fourth of July, in time for consumers to have family parties and barbecues. The new range also offers people following flexitarian diet a way to serve as well as cook a full portfolio of plant-based offerings for their family.
The new bratwurst and sausage, just like the Incogmeato burgers, would be found in grocery stores along with the products they are emulating, meat. Incogmeato is also planning to provide imitations of chicken tenders and nuggets but is yet to provide details regarding the release dates.
Impossible foods, the first to introduce plant-based burger trend along with Beyond Meat, had recently unveiled its own upcoming meatless pork product at CES. Beyond has already been selling bratwurst and Italian sausage that is meat-free. Pork being the most consumed meat across the world, is just the third most eaten meat product in the U.S., behind chicken and beef.
Kellogg is not the only food company that is expanding into the territory of Impossible and Beyond. Nestle as well as other producers of meat such as Smithfield and Hormel are creating their own imitations meats so that they could reach a customer demographic that is looking to cut down their meat consumption. Reliable sources estimate the meat alternatives and plant-based protein market moving up from being a $4.6 billion industry in 2018 to a $85 billion market in 2030.
Morningstar Farms aims to be fully vegan by 2021, with having the advantage of being known for its vegetarian products which includes frozen veggie burgers.