Mars Expands Plant-Based Offerings with Thai Curry Patty Launch
Event summary
- MorningStar Farms, a Mars, Incorporated brand, launched Royal Thai Curry Patties for foodservice channels.
- The patties feature a blend of nine vegetables and are marketed as a ‘veg-forward’ option.
- Circana data indicates veg-forward plant-based protein is outpacing analogue patty options.
- Mars completed its acquisition of Kellanova in December 2025, integrating brands like Pringles and Pop-Tarts.
- The patties are available in 3.1-ounce portions, packaged in cases of 48, and distributed through major foodservice providers.
The big picture
Mars’ move to expand MorningStar Farms’ foodservice offerings signals a continued bet on the growing plant-based protein market, capitalizing on consumer demand for globally-inspired flavors. The acquisition of Kellanova provides Mars with a broader distribution network and portfolio of complementary brands, but integrating these operations will be key to realizing the anticipated benefits. The shift towards ‘veg-forward’ options, as opposed to meat analogues, suggests a change in consumer preferences and a potential opportunity for differentiation.
What we're watching
- Consumer Adoption
- The success of the Thai Curry Patty will depend on consumer acceptance of globally-inspired plant-based options within the foodservice sector, which may be influenced by broader economic conditions.
- Competitive Response
- Other plant-based protein providers will likely respond to MorningStar Farms’ innovation, potentially intensifying competition and impacting pricing and market share.
- Integration Risk
- The full realization of synergies from the Mars/Kellanova acquisition will determine whether MorningStar Farms can leverage Kellanova’s distribution network and sales force effectively.
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