Transitioning its entire vegetarian range to vegan is a significant transformation for MorningStar Farms, and Kellogg has stated that this change will decrease the company’s reliance on over 300 million egg whites each year. This shift will impact not only grocery stores but also products available at more than 25,000 restaurants and food establishments, including K-12 schools, colleges, universities, and hospitals, according to Kellogg. The transition will not occur all at once; however, Kellogg indicated that approximately half of the MorningStar Farms portfolio has already been converted, with expectations of reaching about 65% by the end of this year. By 2021, all products, such as the Spicy Black Bean Burger and Breakfast Sausage Patties, will be entirely plant-based, the company announced.
Last year in the U.K., certain MorningStar Farms chicken alternatives—such as MorningStar Buffalo Wings, Chik’n Nuggets, and Buffalo Chik Patties—underwent this transition as well, moving away from containing egg whites and milk fat. Kellogg believes this strategic decision aligns with consumer trends, as many are increasingly seeking vegan and plant-based options. Research from Nielsen revealed that 39% of U.S. consumers were actively trying to incorporate more plant-based foods into their diets in 2017. Additionally, a 2015 study by the Johns Hopkins Center for a Livable Future found that 60% of consumers were limiting at least one type of meat due to financial or health-related reasons.
The reduction of over 300 million egg whites annually is also expected to provide financial advantages, especially given the recent volatility in egg prices and supply. Cash mentioned in the release that this formulation change will help the company cut down on water waste, land use, and carbon emissions associated with egg production, thus enhancing its sustainability profile. According to Nielsen, a company’s commitment to sustainability can influence purchasing decisions for about 45% of consumers, making this commitment likely to attract more individuals to their products.
In summary, Kellogg’s strategic move towards a fully vegan portfolio is not just a response to consumer demand but also a step towards greater sustainability and efficiency.