‘Afraid you might like it?’ Kellogg challenges plant-based meat skeptics to try Incogmeato

By Elaine Watson contact

- Last updated on GMT

Picture: Kellogg
Picture: Kellogg

Related tags: Incogmeato, plant-based meat

Building on consumer research suggesting that “60% of Americans want to eat plant-based but are scared it won’t taste good,” Kellogg has launched a new ad campaign challenging Americans to try its new plant-based Incogmeato line that features the strapline, ‘Afraid you might like it?’

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:

  1. General health benefits: 63%​​
  2. Better for the environment: 41% ​​
  3. I feel better when I eat plant-based food: 40%​​

The top reasons cited for not​​​ buying beef, poultry or pork alternatives are:

  1. Prefer to eat the real thing: 55%​​
  2. Too expensive: 50% ​​
  3. Never thought about buying them: 34%   ​​
  4. Others in my household won’t eat them 34%​​
  5. Too processed 31% ​​
  6. Too many ingredients I can’t pronounce 19% ​​
  7. 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. 


Related topics: Manufacturers

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