Over the past few years, plant-based meat substitutes have come closer and closer to mimicking the real thing, with brands like Beyond Meat having even sussed out how to create fake meat that “bleeds”. But after an initial boom, the company has rapidly come down from its peaks.

There are several reasons for the hype having died down, one of which being that many consumers decided to move away from buying the often more expensive items amid the cost of living crisis. Another reason cited is that plant-based meats have become a part of the U.S.’s culture war, labeled as a symbol of left-wing politics and a binary to "real" meat.

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