When I went vegan, the single hardest delicacy to give up was my daily sausage wrapped in a pancake and eaten on a popsicle stick. Breakfasts were a challenge for years—what did people eat, I wondered, if not this? Imagine my delight when the fine folks at Morningstar Farms ended my years of sorrow with their latest meat-adjacent product.
But like any holy grail, this food wasn’t an easy conquest.
The first trial was making sense of “Incogmeato.” Its logo looked like a mustachioed man with wings for hind legs and a Santa hat perched atop his rear end. Or maybe a bumblebee/angel hybrid facing backward and sleeping. What either of these visuals had to do with vegan meat, I knew not. But I wasn’t about to let that deter me.