Consumer Reports: Veggie Burgers Let You Say, 'Make Mine Meatless'

[MH1]

80. I think the market and the marketing has matured.

When veggie burgers first came out, they were targeted to people attempting to switch to a meatless diet, as you say. But nowadays the goal for many people is "less meat", not necessarily meatless, and a more varied, flavorful diet overall. For those people, just not having meat isn't enough, it has to actually taste good and have good nutritional value. TVP* won't cut it. It isn't meant to be "fake meat", it is meant to be something else, flavorful, and preferably have enough protein to replace meat on the plate. So you will have meals where meat is replaced by something that doesn't even pretend to be meat, but for these people there will also be occasional meals that have traditional meat dishes as well.

And I would guess that vegans and 100% vegetarians would also like the newer, more flavorful, "not fake meat" options. I wouldn't know, I'm an omnivore.

* TVP = textured vegetable protein, mostly made from soy, has a tendency to taste like cardboard unless carefully prepared.