People love plants. With their “naturally functional” halo, consumers of all ages want to eat more of them – and in more convenient forms. From cauliflower pizza to beetroot bread, plant-based is a trend that’s growing for the long term.

But people also love meat. Despite vocal attacks on meat’s health and sustainability credentials, which made it look as if the meat category was set for long-term decline, consumption has increased in both the US and in Europe in recent years