Plant based protein brands are increasingly positioning themselves either into meat replicates or meat alternatives.
Ethan Brown’s 12-year-old son eats a burger almost every day.
It may not sound like a diet a parent would want for their child, but Mr Brown has no concerns, because the burger patties come from his own company, Beyond Meat. And they are made entirely from plants.
“My son’s getting clean protein… and no cholesterol,” he says. “He’s growing like crazy right now so I want him to have that protein.”
Mr Brown says he is on a mission to redefine the word “meat”.
The 40-something’s Los Angeles-based business makes vegan burger patties, chicken strips and sausages from plant proteins. They are formulated to mimic the taste, texture and look of beef, chicken and pork.