Green LivingIncogmeato by MorningStar Farms brings vegan chicken tenders aimed at...

Incogmeato by MorningStar Farms brings vegan chicken tenders aimed at flexitarians

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US-based plant-based giant MorningStar Farms has launched chicken tenders in incognito mode, meaning they’re sans meat and bloodshed, but tastes feels, and tears exactly like the real stuff.

 Incogmeato™ by MorningStar Farms® is one of those companies offering realistic pant-based meat products targeted at flexitarians and the health and climate-conscious who’re willing to skip real meat from the plates on some meals. 

The latest Incogmeato Chik’n Tenders, which hit shelves this month in Original and Sweet BBQ varieties, are indistinguishable from their animal protein counterpart – with a signature “just-like-meat” tear that you have to see to believe, the company claims. 

Also read | Beyond Meat signs long-term agreements with McDonald’s, KFC parent

When it comes to plant-based meat alternatives, vegan chicken is the most popular according to Forbes, and the market of the same has an immense potential to grow. 

What is this Incogmeato chiken tenders?

Incogmeato Chik’n Tenders are a true breakthrough for the plant-based offerings of its kind, using finely-honed technology to mimic the texture of real chicken – and MorningStar Farms is daring you to tear it to believe it. 

The end result is a crispy, juicy, pull-apart tender with the flavor, texture, and aroma that flexitarians crave.

Incogmeato ‘chicken’ tenders have more protein per serving than real chicken and contain 27% less fat. They are made from non-GMO soy and do not contain any artificial flavors.

MorningStar, the plant-based meat division of Kellogs launched the Incogmeto lineup earlier this year.

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But unlike its other ranges of veggie burgers and patties under the MorningStar brand, this brand competes with other beef-like brands including burgers from Impossible Foods, Beyond Meat, and LIghtlife.

“Our new Incogmeato Chik’n Tenders are a game-changing experience for the flexitarian chicken-loving consumer who wants to try plant-based but isn’t finding an option that stacks up to the real thing,” said Sara Young, General Manager, Plant-Based Proteins at Kellogg Company.

“Chik’n is a huge opportunity to recruit flexitarian eaters to the meatless category; we know plant-based chik’n household penetration is just north of 5%, leaving a huge upside worth over $200+M.”2

Young told Forbes that taste is still the most important factor in driving flexitarians and meat-eaters to try and these plant-based alternatives. 

There is still a widespread belief that consuming plant-based requires some sort of sacrifice, Young told Forbes. America eats a lot of chicken tenders, and this is introducing a substitute that is meant to imitate the real thing.

Tear it to believe it

MorningStar is heavily betting on the Incognito chicken’s texture over anything else. In one marketing material, the company portrays its product side-by-side with the familiar chicken in a ‘tear it to believe it’ campaign. 

Viewers see two hands tearing apart two chicken nuggets that look identical when torn apart with the familiar chicken fibers, but one is labeled as a vegan option, while the other is real. 

Incogmeato Chik’n Tenders have more protein per serving than real chicken tenders and contain 27% less fat. They are made from non-GMO soy and do not contain any artificial flavors.

Also read | First-ever clinical study affirms health benefit of Beyond Meat over animal protein: scientist explains

The products hit the market just in time as more and more Americans are looking forward to incorporating more plant-based items in their menu, but not without hindering on taste. 

This upsurge of demand has bought in a number of real-like products that closely resemble the original meat and animal-derived product, without the use of them. 

According to SPINS data published recently by the Plant-Based Foods Association and the Good Food Institute, retail sales of plant-based meats increased 45 percent in 2020 compared to the previous year.

Sales of frozen plant-based meats also increased by 30%, and plant-based meats now account for 2.7 percent of overall meat sales. The pandemic-related skepticism has also burgeoned the effect.

Also read | Beyond Meat’s beyond burger step: brings course on sustainability with EVERFI

Another company called Simulate that makes Nuggs – a plant-based alternative to real chicken – has built quite a following on social media with a direct-to-consumer sales model. 

The company just recently expanded to US major retails like  Target, Walmart, and Sam’s Club stores, nationwide. 

Debayan Paul
Debayan is a freelance digital reporter and Editor-in-chief of We The World Magazine. Contact: communications@wetheworldmagazine.com

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