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’.
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”.
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.