Marketing Meat Alternatives: Does Nomenclature Matter?
(Source) In 2018, the U.S. Food and Drug Administration (“FDA”) approved the Impossible Burger, one of the first plant-based meat alternatives of its kind. The Impossible Burger gained nation wide attention for its eerie resemblance to real meat – specifically it’s blood-like color and taste. While the Impossible Burger initially faced some backlash, it opened the door for meat alternatives to become a new normal. After the Impossible Burger’s sales proved successful, a rival brand, Beyond Meat, launched nationwide sales of their plant-based products in June of 2019. Beyond Meat offered plant-based ground beef, burger patties, and sausage. Soon thereafter fast-food chains joined the trend. In August of 2019 Burger King released The Impossible Whopper; in September of 2019 McDonald’s launched their own version of a meatless burger; and in October of 2019 Dunkin Donuts created a Beyond Sausage Sandwich. Within the last year, plant-based meat alternatives have become a mainstream, household product. Sales of these products amounted to $1.5 billion last year, a twenty-two percent increase from the year before. Growing concern about the environmental impact of meat production is largely responsible for the growth in popularity of meat alternative products within the last year. Researchers have stressed the [read more]