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Key Insights
- Lightlife’s open letter advertisement in major papers became an opening salvo.
- Planterra praised its competitors as pioneers, not evil empires.
- Advocates for plant-based protein fear the category infighting is “counterproductive.”
The battle for flexitarian consumers isn’t just happening in supermarkets and restaurants. It’s reached the national media via a full-blown public feud involving several faux meat brands.
Name-calling and clapbacks have ensued.
There’s even a backlash to the backlash, with a startup company defending two of the category’s heavyweights and hailing them for having ushered meatless meat into the mainstream.
Lightlife set off the recent chain of events with an open letter derisively calling Impossible Foods and Beyond Meat “food tech” companies that “attempt to mimic meat at any cost.”
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