BATTLE CREEK, MICH. - During Lent, meat-free Fridays can be a challenge. MorningStar Farms is encouraging consumers to try out Incogmeato on Fridays during Lent this year.  

Incogmeato looks, cooks and tastes just like meat, but it's made from plants, so customers can still get the tender, juicy meaty flavors they love and keep Lent, too, according to the company. The versatile line-up—including burger patties, plant-based ground, chik'n nuggets and more—makes for the perfect swap, so it's easy to enjoy classic dishes like tacos, spaghetti bolognese or even chik'n and waffles while maintaining the Lent tradition of meatless Fridays.  

"During Lent, we know people miss their hamburger on Friday night. Now, with Incogmeato, everyone can still enjoy their delicious Friday favorites the plant-based way with Incogmeato burgers, bratwurst, ground and more," said Sara Young, general manager, plant-based proteins, at the Kellogg Company, MorningStar’s parent company. "It's the perfect time to show everyone how easy it is to swap plant-based Incogmeato into your favorite dishes and still enjoy the meaty flavor you love."   

To mark the beginning of the Lenten season, Incogmeato is giving away free samples nationwide to challenge people to give Incogmeato plant-based proteins a try. Customers can visit and sign-up or log in to Kellogg's Family Rewards to enter for a chance to win a coupon redeemable for one pack of Incogmeato plant-based protein. 

There will be two chances to enter: Starting the first Friday of Lent (February 19th - February 25th) followed by another chance the second week of Lent (February 26th through March 5th). No Purchase Necessary. Full rules at