Cost of Living

Why plant-based burgers should be 'Awesome' instead of trying to go 'Incogmeato'

There's an entire marketing apparatus trying to change how we feel about eating veggies as a main course, in the form of meat alternatives.

What's behind how companies are naming their meat alternatives?

The Beyond Meat burger, pictured here, is just one of products who eschew the term "veggie burger" in favour of "plant-based." (Elizabeth Chorney-Booth)
Listen3:06

Plant-based food has gone mainstream, with Beyond Meat, the Impossible Burger, and Nestle's soon to launch Awesome Burger offering a taste and texture that mimics real meat.

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But a closer look shows an entire marketing apparatus is actually trying to change how we feel about eating veggies as a main course.

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