At least in the UK, the plant-based meat business appears to fall between two stools. In the high-end niche market, plant-based meat is up against organic, gra

At least in the UK, the plant-based meat business appears to fall between two stools. In the high-end niche market, plant-based meat is up against organic, grass-fed, free-range, 30-day aged and the like. While itself frequently including awful ingredients like Palm Oil, being (of at best) unknown impact on health and never (so far) being anything other than just about *acceptable* in terms of taste and texture to a meat eater. While at the other end where there is little concern for animal welfare, climate change, health and even taste. It costs more for the same quantity. To achieve its potential, the plant-based meat industry either needs to figure out how to do better than millions of years of evolution and target the high-end. Or figure out how to churn out mass-market products at a lower cost than the dead-animal equivalent. (For my money, churning it out at least appears tractable)