Key Takeaway:
John Harvey Kellogg, a controversial doctor, played a significant role in the development of the plant-based movement. He combined the Progressive Era with “biologic living” and established an experimental kitchen to develop alternatives to meat. In 1896, the U.S. Department of Agriculture asked Kellogg to create a plant-based protein that could rival meat in nutrition and safety. He launched the Sanitas Nut Food Company, shipping tens of thousands of kilograms of vegetarian “meat” across the United States. Today, the plant-based market has matured into a sophisticated industry driven by global demand, with nearly 5,000 new meat-free products launched between 2019 and 2021. The sector is now worth over $13 billion and is expected to grow to nearly $88 billion by 2032.
When people hear the name Kellogg, they often think of cereal boxes and breakfast bowls. But few realise that behind the brand lies a much more complex and controversial figure — a man who not only helped define modern health trends but also cast a long shadow over them.
Long before “plant-based” became a buzzword and Instagram was filled with wellness influencers promoting vegan lifestyles, a doctor named John Harvey Kellogg was already laying the foundations for a meat-free movement. At the turn of the 20th century, Kellogg was preaching about food as medicine, warning of the dangers of meat consumption, and creating experimental substitutes that echoed the products now lining supermarket shelves around the world.
Yet Kellogg’s legacy is far from simple. While he helped pioneer a global shift toward plant-based eating, his personal beliefs — particularly his advocacy of eugenics and racial hygiene — remain deeply troubling. In 1914, he founded the Race Betterment Foundation, cementing a side of his reputation that history has not been kind to. But when it comes to food innovation, his ideas were decades ahead of their time.
As the meat substitute industry grows into a multi-billion dollar global market, it’s worth revisiting where it all began — not with trendy startups, but in the sanitized halls of a Michigan health resort run by a man with radical ideas about nutrition, health, and morality.
At the Battle Creek Sanitarium, Kellogg combined the ideologies of the Progressive Era with what he called “biologic living” — a belief that optimal health could be achieved through a mix of hygiene, vegetarianism, and spiritual discipline. That philosophy wasn’t just theoretical. Kellogg and his wife, Ella, established an experimental kitchen to develop alternatives to meat, convinced that nuts and grains could fuel the body better than animal products.
By 1896, the U.S. Department of Agriculture had asked Kellogg to create a plant-based protein that could rival meat in nutrition and safety. He delivered with creations like Granose, Nuttose, and Protose — products made from wheat, cereal grains, and ground nuts. In 1899, Kellogg launched the Sanitas Nut Food Company, which by 1912 was shipping tens of thousands of kilograms of its vegetarian “meat” across the United States. Newspapers heralded his innovation as the answer to the country’s growing “meat problem.”
Sanitas’s marketing strategy would raise eyebrows today. The company leaned heavily into what could best be described as “shockvertising,” confronting consumers with disturbing images and provocative slogans that demonised meat consumption. One ad, titled “Why Slay to Eat,” depicted a bloodied cow in chains. Another mocked meat eaters as “Pigarians,” warning that pork made people look — and act — like pigs. The campaign’s goal was clear: transform moral concern into dietary change.
It wasn’t just fearmongering. Sanitas ads also featured glowing endorsements from athletes and doctors, promising consumers more energy, fewer illnesses, and a longer life. Women, especially housewives, were told that meat substitutes were easier to prepare and better for their families. The appeal wasn’t just about health — it was about modern convenience and moral superiority.
Fast forward to today, and the plant-based market has matured into a sophisticated industry driven by global demand. Between 2019 and 2021, nearly 5,000 new meat-free products were launched, and the sector is now worth over $13 billion. Projections suggest that figure could skyrocket to nearly $88 billion by 2032. Major food corporations are diversifying their offerings, blending traditional products with new alternatives to cater to evolving consumer values — including animal welfare, environmental sustainability, and personal health.
But unlike Kellogg’s confrontational approach, today’s marketing is more subtle. Modern campaigns tend to focus on sustainability and ethical responsibility rather than moral panic or medical fear. Instead of shock tactics, they lean on aspirational branding and planet-friendly messaging.
Interestingly, many meat-free products are now produced by the very companies that profit from animal agriculture, leading to a more neutral advertising tone. There’s less focus on eliminating meat and more emphasis on expanding consumer choice. Meat substitutes are now “for everyone,” not just vegetarians — and this inclusivity may help explain their mainstream success.
Still, there’s room for evolution. Many plant-based ads continue to promote their products by how closely they mimic the taste and texture of real meat. While effective, this strategy can unintentionally reinforce the idea that meat remains the gold standard of nutrition. What’s missing from much of the conversation is a deeper emphasis on the unique nutritional benefits and culinary versatility of meat-free foods.
Perhaps the next frontier in plant-based marketing will look less like imitation and more like innovation — not asking consumers to settle, but to explore. From soy and pea protein to lab-grown meat and mushroom-based alternatives, the future of food may well owe a debt to a man who saw more than breakfast in a bowl of grains.
John Harvey Kellogg’s legacy is messy, complicated, and uncomfortable. But his early ventures into meat alternatives helped shape a movement that now stretches across continents. And as the plant-based market continues to expand, the echoes of his radical kitchen experiments still resonate — not just in what we eat, but in why we choose to eat it.
