Kellogg Co., which already owns the MorningStar Farms brand of analogue meats, unveiled Incogmeato by MorningStar Farms, a "next-generation plant-based protein that looks, cooks and tastes just like meat."

A spokesperson for the company could not explain how the new products differ from MorningStar products -- which by some counts are the leading brand of analogue burgers.

First out of the gate are ready-to-cook burger patties, bratwurst and Italian sausage – just in time for summer barbecues, notes the company. Starting this March, theyll be in the fresh meat case at retailers including Kroger, Meijer, Weis, selec Albertsons and Safeway divisions, and coming soon to foodservice nationwide.

All are made with non-GMO soy and have 100% plant-based protein. They will be "the first of many new plant-based foods coming this year from Incogmeato,” said Sara Young, general manager of plant-based proteins at Kellogg Co.