Kellogg, Hormel Start Plant-based Product Lines

Hormel’s Happy Little Plants and Kellogg’s Incogmeato move into the alternative meat market.

September 06, 2019

AUSTIN, Minn.—This week, Hormel and Kellogg both announced the launch of their own plant-based product lines, CNBC reports. Hormel’s Happy Little Plants and Kellogg’s Incogmeato brands will aim to capitalize on the burgeoning alternative meat category.

The flagship product for Happy Little Plants is a ground meat substitute, while Incogmeato will be made under the Morningstar Farms brand, which Kellogg owns. Both food makers say the plant “meats” will be non-GMO soy with the texture and taste of real meat.

Happy Little Plants products are in select retail locations this week, with further distribution in the works. Incogmeato’s frozen burger will be in supermarkets by early 2020, along with fully cooked fake chicken tenders and nuggets, also in the freezer section.

“Hormel Foods has one of the most admired brand portfolios in the industry, led by our legacy of industry-leading innovation,” said Jim Splinter, vice president at Hormel Foods. “We are continuing to build an organization that has the agility and adaptability to create products to align with today’s dynamic marketplace.”

Plant-based burgers and meats have seen an upswing in popularity, as more people identify as flexitarians and vegans, and vegetarians clamor for more alternatives to meat. Barclays forecasted the category to hit $140 billion during the next 10 years.

“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 at MorningStar.

Meanwhile, Tyson Foods announced its investment in a plant-based shellfish company, CNBC also reports. New Wave Foods produces “shrimp” from natural flavors, seaweed and soy protein.