‘Afraid you might like it?’ Kellogg challenges plant-based meat skeptics to try Incogmeato
The campaign – which targets shoppers in the run up to Labor Day – features Instagram ‘spokesanimals’ @Prissy_Pig, @BuckleyTheHighlandCow and @SammiTheChicken, and offers fresh batches of coupons dropping daily at KFR.com/Incogmeato and via the animals’ Instagram feeds.
“We’re challenging people to try plant-based and see how delicious Incogmeato really is,” said Sara Young, general manager, plant-based proteins at Kellogg. “It brings Incogmeato characters to life, and gets Incogmeato on the plates of skeptics in a really unique way.”
Now available at retailers nationwide from Walmart and Kroger to HyVee, Wegmans and Safeway, the Incogmeato range features burger patties and sausages in the fresh meat case and chik’n nuggets in the frozen chicken section.
Incogmeato burgers – which are made with soy protein concentrate – feature about the same amount of protein (21g), sodium (370mg), and saturated fat (5g) as the Beyond Burger (which has 20g, 350mg, and 5g respectively), and a fair bit more fiber (8g vs 2g).
Consumers and plant-based meat
According to recent consumer research from innovation consultancy Mattson, the top reasons cited by US consumers for buying beef, poultry, or pork alternatives are:
- General health benefits: 63%
- Better for the environment: 41%
- I feel better when I eat plant-based food: 40%
The top reasons cited for not buying beef, poultry or pork alternatives are:
- Prefer to eat the real thing: 55%
- Too expensive: 50%
- Never thought about buying them: 34%
- Others in my household won’t eat them 34%
- Too processed 31%
- Too many ingredients I can’t pronounce 19%
- Don’t like the taste 18%
The fact that a third of consumers cited “Never thought about buying them” highlights a significant opportunity for education and awareness-raising, noted Mattson president and chief innovation officer Barb Stuckey.
