BATTLE CREEK, MICH. — Kellogg Co. is expanding its reach in the plant-based meat alternative market with new Chik’n Tenders under its Incogmeato by MorningStar Farms brand.

Available in original and sweet barbecue flavors, the tenders are made with non-GMO soy and feature fibers that mimic the texture of chicken. The plant-based poultry alternative features a crispy homestyle breading and contains more protein and 27% less fat per serving than traditional chicken tenders, according to the company. Both varieties contain 230 calories, 9 grams of fat and 17 grams of protein per serving.

“Our new Incogmeato Chik'n Tenders are a game-changing experience for the flexitarian chicken-loving consumer who wants to try plant-based but isn't finding an option that stacks up to the real thing,” said Sara Young, general manager of plant-based proteins at Kellogg. “Chik'n is a huge opportunity to recruit flexitarian eaters to the meatless category; we know plant-based chik'n household penetration is just north of 5%, leaving a huge upside worth over $200-plus million.”

Incogmeato Chik’n Tenders are available nationwide for $6.39 in the freezer section at select Walmart, Kroger, Meijer, H-E-B, Wegmans and Southeastern Grocers stores. Additionally, the tenders are available to foodservice operators through broadline distributors.

Kellogg Co. first announced the launch of Incogmeato by MorningStar Farms in September 2019, and the plant-based products debuted in stores in the first quarter of 2020.