As the plant-based movement gains traction, Kellogg is leveraging its MorningStar Farms brand to establish itself as a leader in this sector. During Natural Products Expo West last week, the renowned veggie protein brand unveiled a new vegan “Cheezeburger” and declared its commitment to transitioning its entire product line to be 100% vegan by 2021. This new initiative will enable Kellogg to enhance the availability of its plant-based offerings while reducing its reliance on over 300 million egg whites annually. MorningStar Farms’ extensive product lineup includes Falafel, Meat Lovers, Veggie Lovers, Tex-Mex burgers, as well as Chik’n nuggets and patties. The brand is not stopping 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 to introduce more plant-based products in the coming years, the rationale behind the new vegan burger, and the increasing consumer shift towards plant-based options. This interview has been edited for clarity and brevity.
MELISSA CASH: It is a vegan cheeseburger weighing a quarter pound. I often describe it as akin to a Juicy Lucy burger, but entirely vegan. It incorporates cheese and boasts 23 grams of protein, which is exciting for us because it is 100% vegan. This aligns with our larger commitment to becoming fully plant-based by 2021 and represents the next step in our journey.
CASH: We’ve had extensive discussions within the industry. If you examine store shelves, you’ll notice a significant number of burger options available now. One focus has been ensuring that we offer an experience that feels unique to the category while also meeting consumer preferences. Many people associate transitioning to a plant-based diet with eating less appetizing foods like kale, so we aimed to provide something that is both nutritious and incredibly delicious. What could be more appealing than a burger that, when broken open, reveals melty cheese? Additionally, we recognize that burgers often serve as an entry point for individuals exploring plant-based eating. By offering a product that is indulgent and delicious yet completely plant-based, we create a win-win scenario for consumers and the category.
CASH: Our hope is that this product provides an exceptionally tasty experience, encouraging those who are plant-curious or flexitarian to give it a try. At MorningStar Farms, we emphasize the importance of bridging intention with action in this space. While many express a desire to reduce meat consumption or eat more plant-based foods, far fewer actually follow through. As a long-established brand with a strong presence in retailers like Walmart, we strive to facilitate this transition from intention to action by delivering products like this burger that closely resemble what people enjoyed in their previous meat-centric diets. Our goal isn’t necessarily to convert individuals to veganism but rather to appeal to those who are flexing their diets, those who may already be plant-based, or those simply curious about trying new options.
CASH: When people inquire about the advantages of being part of a larger company like Kellogg, I believe it enables us to focus on accessibility. With our products being nationally available, consumers can easily find not just one but multiple options, making it simple to enjoy delicious plant-based meals.
CASH: We have a product pipeline in place. We strategically pace our innovations to allow new products to gain traction in the market. As we look toward 2020 and the latter part of 2019, we have several new offerings that will deliver the same indulgent and delicious qualities found in our plant-based protein range. Last year, we launched two vegan burgers in the first half of the year, followed by chorizo crumbles, so you can expect similar pacing as we move ahead.
CASH: MorningStar Farms is a valuable asset for Kellogg. At first glance, it may seem very different from our other products, but many refer to it as the company’s gem. The belief in the future of plant-based foods aligns closely with the principles upheld by W.K. Kellogg and the company, making it a proud and accelerative part of our strategy.
CASH: The brand has been around for about 40 years, and I recall that in the initial decade or so, the category looked vastly different. In those early years, year-over-year growth was around 1 or 2%. In the last five years, however, the category has seen growth in the high single to low double digits. This indicates a rising demand in the market. The mainstream acceptance of plant-based eating has led to a wealth of choices, improved product quality, and, hopefully, more people being open to incorporating plant-based options into their diets.
CASH: In many categories, competition is often viewed negatively. However, we believe that promoting plant-based diets is beneficial for both individual health and the environment. If competitors are engaged in the same conversation about the ease of adopting a plant-based diet, we genuinely feel that it benefits everyone involved. The more individuals enter the space, the better it is for the entire category and for society as a whole.
CASH: Regarding our goals and innovation, we recognize that many consumers have relied on MorningStar Farms for a long time. While we’ve seen the opportunity to transition to 100% plant-based for some time, we wanted to ensure that we could do so without sacrificing the taste, protein levels, and texture that our consumers expect. Over the past couple of years, we’ve successfully introduced more vegan items through innovation. Last year, we made our Chik’n portfolio—nuggets and patties—100% plant-based, which gave us confidence that we could achieve this without compromising on taste, protein, or texture. This was crucial; we wanted to make a promise we could deliver on.
CASH: We are hopeful that more curious consumers will explore our category. With the fantastic variety available, retailers are beginning to recognize the opportunity and are expanding their offerings, which is excellent. Over the next few years, we anticipate an influx of individuals engaging with plant-based eating.
CASH: I believe 2019 will be a strong year for growth. Our company and brand are committed to fulfilling our responsibility as America’s leading veggie burger brand. We aim to continue providing products that satisfy our customers while ensuring that our new Cheezeburger and other innovations deliver the exciting options they seek. Additionally, our products may soon include calcium citrate at levels equivalent to 1000 mg of elemental calcium, further enhancing their nutritional profile.