Incogmeato Burger

by MorningStar Farms

2020 – 2023 GONE FOREVER

Gone. Kellogg discontinued the Incogmeato Burger in April 2023, saying only that it would keep adding new MorningStar Farms products every year. MorningStar's frozen veggie burgers are still sold; this was the raw, refrigerated one.

Last verified Nov 3, 2026

Kellogg's answer to Impossible and Beyond: a soy burger sold raw in the refrigerated meat case instead of the freezer, where MorningStar had always lived. The pun on the box was the best-reviewed part.

🧾 One more thingIn early 2023 Kellogg's chief executive said the refrigerated Incogmeato products had done worse than MorningStar's frozen foods. By April, Kellogg had confirmed in an emailed statement that the burger was gone.

Filed under: Frozen & Dairy · the ’00s & later

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📅 Timeline

2019In September, Kellogg unveiled Incogmeato by MorningStar Farms, promising a ready-to-cook burger for the refrigerated meat case plus chik'n tenders and nuggets.
2020The burger reached stores in early 2020; by March it was in the fresh meat case at chains including Kroger, Meijer, Albertsons and Safeway.
2020In November, Kellogg's foodservice arm launched Incogmeato to restaurants with a burger developed with New Orleans chef Mason Hereford.
2023In February, Kellogg's CEO said the refrigerated Incogmeato products were doing worse than MorningStar's frozen line.
2023In April, Kellogg told Food Dive in an emailed statement that it had discontinued the Incogmeato Burger.

❓ People also ask

Is MorningStar Farms discontinued?

No. Only the refrigerated Incogmeato Burger was cut in 2023; MorningStar Farms kept selling its tenders, nuggets, breakfast items and frozen veggie burgers.

Why was the Incogmeato Burger discontinued?

Kellogg gave no specific reason. Earlier in 2023 its CEO said the refrigerated Incogmeato products had underperformed MorningStar's frozen foods.

What was the Incogmeato Burger made from?

Non-GMO soy. It was sold raw, to be cooked like a beef patty, rather than as a frozen pre-cooked veggie burger.

🧾 Sources

Meat+Poultry, Kellogg adds Incogmeato to MorningStar Farms lineup (2019)
FSR Magazine, Kellogg's Away From Home and chef Mason Hereford partner on Incogmeato launch (2020)
Food Dive, Kellogg discontinues MorningStar Farms Incogmeato burger (2023)
vegconomist, MorningStar drops Incogmeato burger (2023)

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