潜水简介：
- Piper Jaffray的分析师推测，Kellogg的Morningstar Farms基于植物的品牌可能会给肉类和不可能的食物超越肉类和不可能的食物，而在受欢迎和有利可图的肉类替代品时，根据彭博社的说法。
- When the Michigan-based CPG company获得的晨星1999年，沃辛顿食品以3.07亿美元的价格从沃辛顿食品公司（Worthington Foods）出发，该品牌的基于大豆的肉类替代品自1975年以来一直在商店里。虽然凯洛格（Kellogg）并没有破坏晨星的销售，但分析师认为它们每年可能是2.1亿美元，彭博reported，使该单位的价值有30亿美元。
- 巴伦（Barron）的估计，如果开发，晨星农场（Morningstar Farms）的价值可能在50亿至100亿美元之间。
Dive Insight:
虽然植物性行业的谈话最近围绕着不可能的食物和超越肉类展开，尤其是因为后者的食物令人印象深刻的华尔街首次亮相5月 - 凯洛格（Kellogg）拥有晨星农场（Mreatsstar Farms）的原始大品牌之一。
With a recent overhaul a few years ago to its packaging, an expansion of its products — particularly grilled items — and an emphasis on clean label when plant-based is booming, MorningStar Farms has seen an "impressive" uptick since 2017, Chris Hood, president of the Kellogg's North America business,said at the Consumer Analyst Group of New Yorkconference in February.
品牌也推出了一个新的素食主义者"Cheezeburger" earlier this year andcommitted to convertingall of its products to 100% vegan by 2021.根据快速公司的说法, MorningStar has already switched half of its portfolio over and plans to lift that figure to about 65% by the end of this year.t他可以与当今流行的植物性肉类替代品一起提升其个人资料超过至Impossible和雀巢新的令人难以置信的汉堡。
MorningStar is already sitting pretty in the plant-based meat alternatives sector when it comes to market share.According to Statista，这是今年在美国最常使用的品牌，有2273万美国人购买其产品。
像其他和不可能一样，该公司承认针对不一定是素食主义者或素食主义者的消费者，但如果他们的美味佳肴可能会尝试尝试这些食物。但是，晨星产品可能与一些专门用于提供类似牛肉的味道和口感的新肉类替代品可能没有正面竞争。但是，这并不意味着如果有激励措施，凯洛格就不会走那条路，而且回报就足够了。
Meanwhile, the question lingers about whether the company would consider spinning off MorningStar or filing for an IPO.In an opinion column上个月,MarketWatch Brett阿伦兹说他directly asked Sara Young, Kellogg's general manager, whether an IPO was in the cards.
“她笑了，”他写道，说，'不是我知道。'”
Following the brand refresh, Kellogg may not believe MorningStar needs many more changes. The veggie burger maker appears to be generating revenue, with Arends speculating annual sales at between $350 million and $450 million.
