After the plant-based protein market collapses, Kellogg’s will no longer divest Morningstar.

Eric Gardner
4 min readFeb 20, 2023

What to know

In 2018, Kellogg’s refocused its Morningstar Farms brand around plant-based protein. Originally, Morningstar Farms offered breakfast meats and chicken nuggets, but by 2021, the brand’s offerings were 86% plant-based. “We like the sustained growth and potential for this brand,” Sara Young, the Kellogg VP in charge of the brand, told investors. “In many ways, plant-based protein represents an emerging market right here in North America.”

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