Above is the wiki page on Morningstar and you will notice they purchased this line by Kellog back in 1999 from Worthington foods. Kellogg is rare to make mistakes on purchase acquisitions. They try out many new lines of products and add them to the classics on the top selling. While I have had some favorites with their morning sandwiches on a biscuit that I think would of did well if proper testing on the lines to make sure they were stocked in each store to trial. I do enjoy the lineup.