The plant-based category is dominated by preachy advertising that ultimately turns consumers off. MorningStar Farms, on the other hand, just thinks food should be delicious and make your day a little better. One might say – and I’m just making this up on the spot – that it’s almost like every bite transports you to a lovely farm where a magical farmer bends the rules of the universe to ensure you’re enjoying yourself. Come to think of it, it’s exactly like that.