I'm not 100% sure it's a product issue and not a market positioning issue. Current gen "new fake meat" veggie brands try to position themselves at premium, which looks like the wrong place to be in. At premium fake meats loose to meat, hands down.
It's like you are trying to position fish sticks on the same slot as fresh salmon.
Huge marketing campaign, target low price segment - that would be the market experiment I would be really interested in.
Maybe. Maybe not. Poor people are pissed off these days and boy that sends the message “we’re taking meat away too now! For a hundred years you knew at least you had meat on the table, but we’re going back to the good ‘ol days of serfdom. Enjoy the slop!”
I have already seen this sentiment among poor people.
Well, it's about marketing and positioning isn't it. Veggie based diets are plausibly healthier due to higher content of fiber - and health is generally considered an admirable trait. So the marketing should not be about selling a cheap offering, but something like Coca-Cola (everyone likes it!) and celebrities enjoying the product and so on. A campaign that draws everyone to the product basically (like cigarettes in olden times). I'm not sure if you can achieve something like that today though. But at least US food industry used to be really great at selling a cheap product to the masses if they put their marketing muscle behind it :)
It's like you are trying to position fish sticks on the same slot as fresh salmon.
Huge marketing campaign, target low price segment - that would be the market experiment I would be really interested in.