In early 2020, MorningStar Farms—a subsidiary of the Kellogg Company—will debut its “Incogmeato” vegan meat line at grocery stores and through foodservice partners. The new line will feature the company’s first ready-to-cook, “next-gen” plant-based burger patties to be sold in the refrigerated meat case, and the company’s new non-GMO soy-based Chik’n tenders and nuggets will be sold in the freezer aisle. “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 General Manager of the MorningStar Plant-Based Proteins Department Sara Young. “We know that about three-fourths of Americans are open to plant-based eating, yet only one in four actually purchase a plant-based alternative. So, the intent is fully there, but it hasn’t necessarily been followed with action. We know the number one barrier to trying plant-based protein is taste. These consumers are still seeking the amazing taste, texture, and sizzling qualities of meat but want a better alternative for themselves and the planet.” Earlier this year, MorningStar announced it would transition its entire product portfolio to be vegan by 2021, a move that spares 300 million egg whites annually. To compete with plant-based meat industry frontrunners Beyond Meat and Impossible Foods, new entrants have released their own lines of next-generation vegan meat in recent months, including Lightlife Foods, Gardein, Nestlé-owned Sweet Earth, and Smithfield Foods—the world’s largest pork producer.