Kellogg Discontinues Its Incogmeato BrandKellogg Discontinues Its Incogmeato Brand
The CPG brand said it is still working to innovate and add new alternative protein products to its lineup.
April 19, 2023
Kellogg has discontinued its Incogmeato burger, part of its MorningStar Farms brand lineup, it said in an emailed statement.
“We are always looking for ways to innovate our product offerings at MorningStar Farms,” a Kellogg's spokesperson said. “While we have discontinued the Incogmeato Burger, we continue to add products to our lineup every year, providing new ways for people to enjoy easy, delicious, veggie-filled meals at every occasion.”
Kellogg has owned plant-based brand MorningStar Farms since 1999, and debuted Incogmeato products, including its burger, in 2020.
Last summer, the company announced plans to split off its plant-based unit into its own company as part of its strategy. But the company decided against splitting off its plant-based segment in February 2023.
Then, in March of this year, the company announced a split for its snacking and cereal divisions, and decided against splitting off its plant-based meat brands. MorningStar Farms is now a part of Kellanova, its new snacking business.
Its brands in the segment saw a yearly sales decrease of 15% in the third quarter of 2022 according to a quarterly earnings report in November 2022, which Kellogg attributed to a supply disruption with a co-manufacturer.
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