By Justin Chou2025-05-15T15:57:00
Innovation is no longer about engineering the perfect meat mimic or looking at new ways to process vegetables into unrecognisable pieces, says Justin Chou, co-founder and CEO at Happiee
The plant-based sector is at a crossroads. After initial growth, the hype machine ran out of juice for meat mimics in 2023. Concerns around ultra-processed foods (UPFs) splintered the category. Volumes dipped, value declined, and the aisle lost its shine for most.
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