Kellogg discontinued its Incogmeato burger, which is 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,” the CPG giant 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.”
而凯洛格哈s owned plant-based brand MorningStar Farmssince 1999, itdebuted Incogmeato products, including its burger, in 2020.
In the ensuing years, the plant-based meat category has faced headwindsas growth has stalled。While the Incogmeato burgers made it onto shelves, they never reached the level of ubiquity with consumers that Impossible Foods and Beyond Meat’s burgers have.
Nonetheless, Kellogg’s strategy for how to handle its plant-based segment has taken several turns in recent years.
In aninterview with Food Dive last month, CEO SteveCahillanesaid as the “shakeout” of the plant-based meat segment continues, the company seesMorningStarFarms as a strong asset to hold onto.
Last summer, the company announced plans tosplit off its plant-based unitinto its own company as part of its strategy to “create entities with ‘significant’ potential while unlocking value for the company that hasn’t yet been realized by Wall Street,” CEO Steve Cahillane said in an interview with Food Dive last June. But the companywalked back the decision to split off the plant-based segmentin February because of the volatility of the plant-based segment, Cahillane said.
Its brands in the segment saw a yearly sales decrease of 15% in the third quarter of 2022according to a quarterly earnings reportlast November, which Kelloggattributed to a supply disruptionwith a co-manufacturer.
Last month, the company announced itdecided not to spin off its plant-based meat brands, and MorningStar Farms will now be a part ofKellanova, its new snacking business.
Kellogg’s North America president Chris Hood said the category is “ripe for consolidation” at a Wall Street presentationlast month。
Overall,plant-based food category sales reached $8 billionin 2022, a 6.6% increase from the year prior, according to SPINS statistics. However, plant-based meat saw declines last year in both dollar sales — which were down 1.2% — and unit sales — which dropped 8.2%.
