Flexitarians: top marketing trend of 2011 »
Some 47 percent of Americans are trying to reduce meat consumption. That’s the flexitarian (flexible vegetarian) trend that the MorningStar Farms division of Kellogg (K) has latched onto.
In March, it will roll out its first complete soy-based breakfast entrees: Sausage, Egg & Cheese Biscuits and Bacon, Egg & Cheese Biscuits… The target: Boomer women, says Cathy Schneck, vice president of marketing at Kellogg Frozen Foods. Some 75 percent of its customers eat some kind of meat—but just want to eat less.
I thought maybe “complete soy-based” meant the new Morning Star products would have vegan cheese, etc. but I checked and the stuff is already out and totally cow. Dang it, Morningstar! They get on my last nerve. But they do seem to have a lot more vegan products than I remember. I want their Chik Patties to be vegan! I used to love those in my teens.
So I didn’t know 47 percent of Americans are trying to eat less meat, that’s a lot! And I didn’t know that meat-eaters bought so much fake meat; didn’t they all used to be terrified of meat substitutes? I have seen this in “boomer women” myself, actually; my mom and her friends definitely rock the meat substitutes. She loves her veggie burgers!
Some recent commenters have declaimed against championing anything short of veganism, but I see things like this as great news. It’s part of the whole vegan-as-mainstream trend—and when I say trend, I don’t mean “fad.” In most of the last century, vegetarians were looked on as total freaks, and now they are totally normal. There’s been a consistent upswing in vegetarianism since the ’90s. That could be us! We are the vegetarians of the 21st century! This is a good trend.
[I was tipped off about this article by Meatless Monday’s twitter feed. You should follow it; they are cutesy, I’m into it.]
As Laura says, “Morningstar is pretty lame but they do have some vegan options, including the only riblet now!” And lord knows Vegansaurus loves a riblet. Go to your Safeway and get these coupons from the freezer case before they expire on Dec. 31! Or obtain them in some other, easier way; however you see fit, I’m not here to judge, or ask questions. Two dollars is a lot of money to save in these trying times! It is roundtrip bus fare to get those damn riblets.
Mastering the ‘pon: Morningstar Farms products! »
The other day the Pathmark in Harlem had a sale on Morningstar products, two for $7. Now ladies, I can eat a Riblet, you know? So I went there and filled up my cart with 10 boxes of burgers, riblets and chicken strips (plenty of vegan options), put my coupons together and went to the register—I had 10 $2-for-one-box coupons LADIES THAT IS RIGHT. I purchased $35 of Morningstar Farms products, and with coupons saved $20, for a net cost of $15. Challah!
Now, I know you may not have the $2 coupons, but if you go to the Morningstar Farms website, and dig around coupons.com, you may very well be able to get coupons for $1 off. Now here is how you save even more. Buy 10 boxes in one trip, i.e., on the same receipt. Use 10 of those coupons and don’t let anyone judge you. Seriously; F all of them. Then, print out this form: by following the directions you can get an additional $10 back AND THAT IS HOW IT IS DONE. YOU READ CORRECTLY. I GOT 10 BOXES OF MORNINGSTAR FARMS STUFF FOR $5. In NYC, that is a savings of about, I dunno, $45? They are so friggin’ expensive here. I love those Riblets, I almost forget when I eat them that I have nothing to live for! OW!
These amazing tips come from our friend Annapurna, the hottest little penny-pinching miser we know. Revel in her mastering of the ‘pon, and then go out and conquer, vegans. Also, please to keep in mind that Morningstar Farms is now owned by Kellogg’s, a.k.a. the White Devil. Why white? I don’t know, but I bet there is nobody who isn’t white who works in an office-type setting at Kellogg’s. Except they might have their own Michael Steele. What I am saying is that Kellogg’s is basically the Klan, so it’s good to fuck them up the ass at every possible turn.