The plant-based meat category has spent the last several years fighting an uphill battle in a cultural climate that’s turned food into a political statement. MorningStar Farms, one of the oldest players in the game, just rebranded to remind people that meat alternatives are nothing new—and they’re not going anywhere.

MorningStar has been making plant-based meat long before “plant-based” was its own category in the frozen section. The brand was founded in 1974 and acquired by Kellogg (now Kellanova) in 1999. Over the last several decades, it’s expanded its offerings from Bacon Strips and Sausage Patties to Korean BBQ Riblets and Buffalo Chik’n Patties. This month, in partnership with the agency Design Bridge and Partners, it’s rolling out a rebrand—complete with new typography, a vibrant green color palette, and a retro look that’s intended to both call back to its heritage and jump out on shelves.

MorningStar’s new look comes at a fraught moment for the broader meat alternative category. Competitors like Beyond and Impossible Foods are struggling with declining revenue (a challenge both have attempted to meet via their own rebrands), and others, like the vegan chicken nugget startup Nowadays, have gone out of business entirely. Meanwhile, fake meat has become a flashpoint in a broader culture war, symbolic of a climate-friendly movement that’s been largely drowned out by the carnivorous MAHA crowd. 

In spite of this, Morningstar Farms’ new brand doesn’t seem very interested in taking sides in the ideological debate over fake meat. Instead, it intentionally leans on the company’s 52 years in business to send a simple message: Plant-based alternatives have been here for decades, and they don’t have to be unfamiliar or scary.

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