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Meatless Meat: Sizzling Stakes

6/10/2019

 
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​Australia has a relationship with meat that runs deep - be it the backyard barbie, a sausage sizzle or a slab of steak. That’s why I was surprised, on my latest visit, to see a slew of “meatless meat” brands in the meat section of the local supermarket. 

A quick read on the internet suggested that a revolution could well be under way; over 12% of Aussies have primarily vegetarian diets, local set ups like the Alternative Meat Co. and Soul Fresh are registering strong growth in supermarkets and even the founder of Hungry Jacks -Burger King in Australia- has gotten onto the gravy train, betting big on plant-based meats.  

Of course, ‘meatless meat’ is the big story globally in 2019, with Beyond Meat valued at a bordering-on-ludicrous $8billion.  These products are designed to target meat eaters rather than vegans and vegetarians and such valuations are based on a large-scale shift to plant-based or cell-based meat - ‘grown not bred’.  

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​​From a marketing standpoint, the question that comes to mind is what the trigger to get die-hard meat eaters to shift could be. Would it be the ethics of what animals are put through in farm factories?  Or is there a health story around no antibiotics, no growth hormones; other than the much-touted link of red meat to heart disease and cancer?  Or the bigger issue of climate change and the fact that livestock cultivation is one of the most greenhouse-gas intensive activities out there?​

​Maybe it’s about ‘nudging’ meat eaters – with innovative supermarket layouts and giving it more indulgent names. For instance, Soul Fresh has an “meaty” range with products like “sticky chicken teriyaki”.
 
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Whatever the approach, it certainly looks like meatless meat is not a flash in the pan. But its biggest challenge may well be one of marketing.


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