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 own category in the frozen section. The brand was founded in 1974 and acquired by Kellogg (now Kellanova) in 1999. Over the last several decades, it’s expanded its offerings from Bacon Strips and Sausage Patties to Korean BBQ Riblets and Buffalo Chik’n Patties. This month, in partnership with the agency Design Bridge and Partners, it’s rolling out a rebrand—complete with new typography, a vibrant green color palette, and a retro look that’s intended to both call back to its heritage and jump out on shelves. [Image: MorningStar Farms] MorningStar’s new look comes at a fraught moment for the broader meat alternative category. Competitors like Beyond and Impossible Foods are struggling with declining revenue (a challenge both have attempted to meet via their own rebrands), and others, like the…