The Incogmeato Chik’n Tenders Come in Two Flavor Options
Michael Hemsworth — April 21, 2021 — Marketing
References: morningstarfarms & drugstorenews
The Incogmeato Chik’n Tenders are one of the latest product offers from MorningStar Farms that is focused on providing a meat-like texture and flavor experience for consumers to enjoy. The product comes in two flavor options including Original and Sweet BBQ, which are both formulated to mimic the flavor and texture of real chicken. This makes the chicken tenders ideal for consumers with a flexitarian diet or who are looking to decrease the amount of meat they eat.
General Manager of Plant-Based Proteins at Kellogg Sara Young spoke on the new Incogmeato Chik’n Tenders saying, "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. 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.”
General Manager of Plant-Based Proteins at Kellogg Sara Young spoke on the new Incogmeato Chik’n Tenders saying, "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. 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.”
Trend Themes
1. Plant-based Protein Products - MorningStar Farms' new Incogmeato Chik’n Tenders are part of a larger trend of meat-like plant-based protein products that appeal to flexitarian and vegetarian consumers.
2. Mimicking Meat Texture and Flavor - The Incogmeato Chik’n Tenders demonstrate a trend towards mimicking meat texture and flavor in plant-based products, which could disrupt the meat industry and provide more sustainable alternatives for consumers.
3. Recruiting Flexitarian Eaters - Companies like Kellogg are recognizing the opportunity to recruit flexitarian eaters to the meatless category with plant-based protein products like the Incogmeato Chik’n Tenders, leading to further disruption in the food industry.
Industry Implications
1. Plant-based Food Industry - The Incogmeato Chik’n Tenders are a new product in the growing plant-based food industry, which offers disruptive innovation opportunities for companies looking to appeal to vegetarian and flexitarian consumers.
2. Meat Industry - The trend towards meat-like plant-based protein products like the Incogmeato Chik’n Tenders could disrupt the meat industry and offer more sustainable alternatives for consumers, creating opportunities for innovative companies in the space.
3. Retail Industry - As plant-based protein products become more popular with consumers, retailers have an opportunity to offer these products and capitalize on the trend, providing a disruptive innovation opportunity for companies in the retail industry.
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