MorningStar Farms’ New Steakhouse Fashion Burger Targets Omnivores – vegconomist


MorningStar Farms, a plant-based subsidiary of Kellogg, is introducing its newest plant-based providing, the Steakhouse Fashion Burger, in a transfer to cater to the style preferences of omnivores.

This product launch comes at a time when the plant-based burger market is seemingly saturated with choices, sparking queries in regards to the choice so as to add one other contender to the combination. But, with conventional meat shoppers constituting a good portion of plant-based protein purchasers, MorningStar Farms has designed the Steakhouse Fashion Burger to imitate the style and texture of actual meat.

“We all know consumers have been looking for […] one thing that’s already seasoned and really tastes like meat”

Joe Beauprez, senior director of promoting, frozen meals at MorningStar Farms, explains, “We all know consumers have been looking for a premium plant-based burger possibility – one thing that’s already seasoned and really tastes like meat, however with prep easy sufficient to suit their busy life.”

MorningStar Farms Steakhouse Style Burger
© MorningStar Farms

This new product launch aligns with latest developments at Kellogg, notably the corporate’s choice in February to retain its plant-based meals operations, together with MorningStar Farms, after initially contemplating dropping them final yr. Whereas plant-based merchandise solely symbolize 2% of the corporate’s web gross sales, Kellogg feels the sector presents sturdy long-term progress prospects. Kellogg’s shift displays its anticipation of a possible shakeout within the trade, the place it expects solely large-scale producers to thrive. 

Increasing plant-based portfolio

The corporate claims that the Steakhouse Fashion Burger is a handy possibility, requiring minimal preparation and providing a number of dietary benefits over conventional beef patties. It accommodates 42% much less fats than beef, packs 21g of protein per serving, and is totally vegan, increasing MorningStar Farms’ in depth plant-based meals portfolio, which incorporates Incogmeato Burger, Chik’n Fries, and Eggo Liege Fashion Waffle Sandwich.

The Steakhouse Fashion Burger is about to hit retailer cabinets this month and will probably be out there for buy at main retailers like Walmart, Publix, and Goal. 



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