MorningStar Farms Unveils Brand Refresh to Celebrate Its Legacy as a Plant-Based Pioneer

Chicago, IL – September 28, 2026 – MorningStar Farms is rolling out a bold new brand identity designed to bring clarity, appetite appeal and renewed relevance to the frozen plant-based category. Developed by Design Bridge and Partners in partnership with Kellanova’s Design and Insights teams, the refresh marks a broader brand evolution centered on what has made MorningStar Farms a trusted household name for more than five decades: great-tasting plant-based food made with better-for-you ingredients that people feel good about eating.

The new identity is rooted in the brand platform “Where Goodness Grows,” inspired by MorningStar Farms’ origins in 1974 and the belief that plant-based food should nourish body, mind and spirit. Unlike the sanitized aesthetics that have defined the modern plant-based category, the design intentionally embraces nature, optimism and nourishment.

The new visual system balances familiarity and trusted heritage—a rarity in the space—with simplified architecture and warmer, more expressive brand cues to improve navigation, discoverability and emotional connection on shelf. Some design updates include:

• Strong, consistent logo usage for clearer product architecture and navigation

• Flavor-forward food photography with simplified layouts and hierarchy

• Warm colors, vibrant palettes, grounded textures and nostalgic 1970s-inspired retro details

• Handcrafted woodcut illustrations that nod to farming heritage and authenticity

• Bold typography and expressive visual cues that balance modernity with wholesomeness

“MorningStar Farms has always had the equity, trust and taste credentials to lead this category,” said Alicia Mosley, Vice President & General Manager, MorningStar Farms. “This refresh helped us reconnect with what consumers already love about the brand while creating a more modern, intuitive and emotionally resonant experience on shelf.”

The redesign is a larger opportunity to redefine what MorningStar Farms stands for in an increasingly homogenized category. As the plant-based category continues to evolve and consumers seek greater clarity and trust amid shifting “fake meat” trends, MorningStar Farms is leaning into the qualities that have always set the brand apart: trusted heritage, craveable flavor and feel-good nourishment.

“In a category full of noise, MorningStar Farms didn’t need to reinvent itself, it needed to rediscover its own voice,” said Ben Sherwood, Creative Partner at Design Bridge and Partners. “By reframing the brand around its everyday versatility across meals, moods and moments, we were able to create a system that feels more relevant, approachable and meaningful in consumers’ everyday lives.”

The refreshed packaging debuted nationally across new innovation items, including Chik’n Breast and Wings (with 2 dipping sauces), and is now rolling out across the portfolio.

“Plant-based brands have spent years chasing trends, but consumers are looking for something more lasting, familiar and real,” said Mosley. “MorningStar Farms already had that foundation. They’re not good because they’re old, they’re old because they’re good. The goal became expressing that confidence and authenticity with greater clarity.”

About Mars, Incorporated

Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.

About Design Bridge and Partners

A WPP company, Design Bridge and Partners is a global brand design agency. With 800 creative minds across 12 studios worldwide, we design brands with the power to move people, stirring emotion to drive action. Experts in brand strategy, brand identity, brand experience and brand effectiveness, we work in partnership with our clients to build and translate emotion into equity, ultimately designing what brands stand for into how they stand out. Globally our clients include the BBC, Coca-Cola, Diageo, Heineken, HSBC, Lenovo, Mastercard, Mondelez, NASA Artemis, Tencent, Reckitt and Unilever.