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A 'protein' fixture is not just a wasteful nod to an unhelpful fad but also an old-fashioned view of food store layouts. Consumers do not shop this way (anymore). As well, it's not linked directly to diet restrictions / culinary origins like gluten-free or Mexican. It would be better if stores were laid out by meal occasion (e.g. breakfast, dinner) which fits better the mission most folks are on when they walk through the doors.

To help keep plant-based food & drink trends alive, stores would be better served in my view by placing vegan-certified and plant-based food & drink nearer to the fruit & veg aisles to encourage folks to fill up their baskets before they hit the regular aisles.