MorningStar Farms gets a retro rebrand in the era of the fake meat culture wars
The plant-based meat category has spent the last several years fighting an uphill battle in a cultural climate that’s turned food into a political statement. MorningStar Farms, one of the oldest players in the game, just rebranded to remind people that meat alternatives are nothing new—and they’re not going anywhere. MorningStar has been making plant-based meat long before “plant-based” was its…
MorningStar Farms, one of the oldest players in the plant-based meat category, has undergone a retro rebranding in order to remind consumers that alternative meat products have been around for decades. The brand, founded in 1974 and acquired by Kellogg in 1999, has expanded its offerings from Bacon Strips and Sausage Patties to Korean BBQ Riblets and Buffalo Chik'n Patties.
This month, in partnership with design agency Design Bridge and Partners, MorningStar is rolling out a new look that features updated typography, a vibrant green color palette, and a retro aesthetic. This rebranding comes at a challenging time for the fake meat industry, as competitors like Beyond and Impossible Foods are experiencing declining revenue and the category has become a flashpoint in a broader culture war.
MorningStar's new brand does not take sides in the ideological debate over fake meat, instead emphasizing the company's 52 years in business to send a simple message that plant-based alternatives have been around for a long time and don't have to be unfamiliar or scary.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
