Vegetarian brand MorningStar Farms is launching new vegan Chik’n Tenders at grocery stores nationwide and they shred just like their animal-derived counterparts. Owned by the Kellogg Company, the new vegan tenders will be available under the Incogmeato brand in Original and Sweet BBQ flavors at a suggested retail price of $6.39 per 13.5-ounce package at select Walmart, Kroger, Meijer, H-E-B, Wegmans, and Southeastern Grocers stores nationwide. The new breaded tenders are made using a proprietary technology that creates a pull-apart texture that is indistinguishable from chicken meat.
The brand launched the new vegan chicken tenders—which feature more protein and 27 percent less fat than traditional chicken tenders—to appeal to flexitarians and tap into the more than $200 million plant-based chicken industry. “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,” Sara Young, General Manager of Plant-Based Proteins at Kellogg Company, said. Incogmeato’s vegan Chik’n tenders will also be available to foodservice providers to help restaurants meet demand for plant-based chicken products.
MorningStar Farms goes vegan
In 2018, MorningStarfarms veganized its Chik’N line (which includes Buffalo Wings, Chik’N Nuggets, Buffalo Chik Patties, and Original Chik Patties). Shortly thereafter in 2019, the company also veganized its popular Veggie Classics Corn Dogs before announcing its transition to become a fully vegan brand by the end of 2021—a move that will spare 300 million egg whites annually.
Last year, MorningStar unveiled its fully vegan Incogmeato line which featured the company’s first ready-to-cook, “next-gen” burger patties and chicken products. Since then, the brand has expanded the line to include vegan sausages and partnered with Disney to launch vegan Mickey Mouse-shaped nuggets.