Food giant Kellogg's unveils ‘Incogmeato' plant-based products

Another consumer packaged goods (CPG) giant is attempting to challenge Beyond Meat (BYND) with a line of meatless meat-like products. Kellogg’s (K) Morningstar brand teased its new Incogmeato line in early September 2019, and now consumers will actually get to try the new products when they hit store shelves soon. The Incogmeato burgers will be available in March, and bratwurst and Italian sausages will be available in June. All of the products can be found in the fresh meat aisle of select Kroger (KR), Meijer, Weis, Albertsons and Safeway locations. “These products were designed, from the moment they’re in the package to the retail shelf, to look, cook and smell just like beef,” Sara Young, General Manager, Plant-Based Proteins at Kellogg Company, said in an interview with Yahoo Finance. The Incogmeato Burger is made from non-GMO soy, while some of its competitors like Beyond Meat uses pea-protein isolate as the base in its products. Young explained Kellogg found that consumers who want to enter the plant-based meat category have said that taste matters the most when they make decisions on which products to eat...MORE