Kellogg goes ‘Incogmeato’
Is it possible for a brand name to be so cheesy, so absolutely absurd, that it’s actually brilliant? Kellogg Co.’s MorningStar Farms revealed that its new plant-based faux meat line is named “Incogmeato,” and corners of Twitter erupted in giggles. “Confirm that this is not The Onion?" someone tweeted. In Ad Age’s internal Slack messaging channels, staffer and pun enthusiast Max Sternlicht riffed on similar spycraft-themed names for vegan burgers disguised as meat. He suggested “Incowgnito,” “Steakout,” “Grassified” and a few others we won't subject you to.
However you feel about the name Incogmeato—and some people definitely hate it—you have to admit it’s memorable. It’s a giant dad joke of a product name. Kellogg is late to the trend of plant-based meat imitators, as Bloomberg News writes, but suddenly more established brand names (Beyond Meat, Impossible Foods) seem bland. Thanks for the laugh, Kellogg.
Related: Hormel Foods also just launched what it calls a “plant-forward protein portfolio,” though with a less amusing name. It’s called Happy Little Plants.