It's basically about Price Elasticity. There must be some reason they don't say that up front. They state for meat burgers, its absent and for plant based subst

It's basically about Price Elasticity. There must be some reason they don't say that up front. They state for meat burgers, its absent and for plant based substitutes it's quite apparent. Which means, alongside the finding when its a choice between meat and substitute people have a strong visible preference for meat, the substitutes have a double disadvantage: They cannot price as premium as easily without consequence. Obviously, for vegans and others, there's a different tension here. But I suspect it goes to "eat something else" ie not the meat substitute. Purely anecdatally, and unrelated, I actually enjoy many of these substitutes. They are however increasingly concerning me as exemplar ultra-high-processed foods. These are not good generally. They trigger bad gut-brain responses, they have different uptake, they use wierd 'not your grandmothers food' inputs. I am fine with eating Falafel or Hummus or Tempeh, and I think on the whole "meat substitute" is still a work in progress. But those portabello mushroom burgers? They get stale (emotionally) fast. I'm over that. They need to come up with a better label than "PBMA" - I think somebody needs to watch the red-v-blue episode about the "warthog" v "puma" thing: https://www.youtube.com/watch?v=Rju4RWdEyZk https://www.youtube.com/watch?v=Rju4RWdEyZk