There’s plenty of vegetarians due to ethical or cultural reasons that never acquired the taste for traditional plant based foods and are looking for a more substantial, protein heavy alternative.

Is it niche? Yes, but vegetarians were always niche.

While the late 2010s fixated on “protein” and “macros” - allowing products like Beyond or Soylent to shine.

Much of the health discourse around the 2020s has focused on quality of the ingredients and “processed foods”. So naturally Beyond is caught on the crossfire.

Is there a future where this stuff is proven to be better for you in the short and long term? I sure hope so. But there’s way too many unknowns right now and it’s expensive to boot.