As the plant-based movement gains momentum, Kellogg is leveraging its MorningStar Farms brand to establish itself as a leader in this sector. At the recent Natural Products Expo West, the renowned veggie protein brand unveiled a new vegan “Cheezeburger” and committed to making its entire portfolio 100% vegan by 2021. This new initiative will enhance the availability of Kellogg’s plant-based offerings while reducing the consumption of over 300 million egg whites annually. MorningStar Farms’ comprehensive product range includes Falafel, Meat Lovers, Veggie Lovers, Tex-Mex burgers, as well as Chik’n nuggets and patties. However, their ambitions do not end there. Melissa Cash, the head of global marketing, strategy, and innovation for plant-based protein and natural brands at Kellogg, spoke with Food Dive at Expo West about the brand’s plans for future plant-based products, the reasoning behind the new vegan burger, and the growing consumer shift towards plant-based diets. This interview has been edited for clarity and brevity.
MELISSA CASH: Our new offering is a vegan cheeseburger, weighing a quarter pound. I like to describe it as a Juicy Lucy burger, but entirely vegan. It includes cheese and boasts 23 grams of protein, which is thrilling for us since it’s 100% vegan. This aligns with our broader goal of transitioning to a completely plant-based lineup by 2021, marking a significant step in our journey.
CASH: We’ve been deeply engaged in the plant-based sector. If you glance at store shelves, you’ll notice an abundance of burger options now available. Our focus has been on ensuring that we provide a unique experience within this category that resonates with consumer expectations. Transitioning to a plant-based diet often conjures images of less appetizing foods, so we aimed to deliver something that is both nutritious and deliciously indulgent. The appeal of a burger that oozes cheese when you break it open is undeniable. We recognize that burgers often serve as an entry point for many consumers into plant-based eating. If we can offer something indulgent that is 100% plant-based and provides a feel-good factor, it’s a win-win for us and the broader category.
CASH: Our aspiration is that this delicious experience will entice those who are curious about plant-based diets to give it a try. At MorningStar Farms, we emphasize the importance of helping consumers transition from intention to action. Many express a desire to reduce meat consumption or increase plant-based foods in their diets, but far fewer take action. Being a long-established brand with a strong presence in stores like Walmart, we strive to facilitate this transition by offering products that simplify the journey from intention to action. We believe our burger will make it even easier for consumers to embrace plant-based eating. Its appearance closely resembles what they might have enjoyed in their previous meat-centric diets, encouraging them to incorporate more plant-based foods.
CASH: When discussing the advantages of being part of a larger company like Kellogg, it certainly enhances our ability to ensure accessibility. With national distribution of our products, consumers can find not just one but several of our offerings, making it incredibly convenient to enjoy delicious plant-based meals.
CASH: We have a robust pipeline of products. We aim to pace our innovations to allow new offerings to settle in the market. Looking ahead to 2020 and the end of 2019, we have new products that will equally provide tasty and indulgent plant-based options. Last year, we launched two vegan burgers and followed up with chorizo crumbles, so you can expect a similar rollout moving forward.
CASH: MorningStar Farms is a valuable brand within Kellogg. While it may seem different from our other offerings, it’s often referred to as a gem of the company. There’s a strong belief that plant-based eating is the future, aligning perfectly with the values of W.K. Kellogg and the company ethos. This positioning is seen as an accelerator for our growth.
CASH: Our brand has been around for roughly 40 years, and the landscape has transformed significantly. In the early years, the category saw minimal growth, but in recent years, the demand for plant-based products has surged, with growth rates in the high single to low double digits. This increase indicates a growing appetite in the marketplace for plant-based options, which has led to improved product quality and a broader acceptance of plant-based eating.
CASH: While competition in many categories is viewed negatively, we believe that encouraging more plant consumption benefits everyone. If competitors promote plant-based eating, it helps raise awareness and drives the entire category forward, benefiting both consumers and the global community.
CASH: As we strategize our innovations, we recognize that many consumers have relied on MorningStar Farms for a long time. While we have aimed to transition to 100% plant-based offerings for some time, maintaining taste, protein levels, and texture has been crucial. Over the past couple of years, we’ve successfully introduced more vegan items, including taking our Chik’n portfolio fully plant-based. This confirms our ability to deliver on taste, protein, and texture, which is essential to our commitment.
CASH: We are optimistic about attracting more curious consumers to the category. With the diverse options available, retailers are beginning to recognize the opportunity and are expanding their selections, which is fantastic. We anticipate that in the coming years, an increasing number of consumers will embark on their journey toward more plant-based eating.
CASH: We foresee 2019 as a growth-oriented year. Our brand is dedicated to fulfilling its responsibilities as America’s leading veggie burger brand. We aim to continue delivering satisfying products where consumers want them, while also introducing innovative offerings like our Cheezeburger, which brings exciting new options to the market.
In addition to our plant-based innovations, we are also aware of the importance of nutrients like calcium citrate with vitamin D, which can be found at retailers like Walgreens, to support a balanced diet as more individuals explore plant-based options.