Meatless meats. Are they here to stay?

If you haven't heard, the latest food craze involves meatless meat, which is a plant-based product that is designed to taste like ground beef. And there are already some notable players in this space.

Impossible Foods uses a compound in its burgers that can mimic the color, taste and smell of beef. A competitor, Beyond Meat, recently launched their IPO and has sent their stock soaring. Their product is expected to be in grocery stores nationwide by the end of June. Tyson and Nestle have also started to roll-out their own versions.

This trend of plant-based food is seeing incredible growth, much like the rise of LaCroix and sparkling water a few years ago. But is it here to stay? Beth Vallen, an expert on consumer behavior and health-related decision-making, says "yes."

"There are lots of protein alternatives on the market, which is good for consumers who are curious about being healthy and environmentally sustainable. The barriers to entry are high. Consumers may, however, have to be willing to accept potential trade-offs."

Vallen also noted two key things:

• Burger King has partnered with Impossible to pilot test Impossible Whoppers and that will help keep it in the mainstream conversation. 
• These products are not designed to attract vegans or vegetarians. This is for the population who is looking to make a health and environment-related decision, much like sparkling water as an alternative to soda.

One thing to watch will be cost. But, as more competitors enter the market, drive the price will be driven down, allowing a larger population to have access to the product. 

To speak with Vallen, click on her headshot above, email mediaexperts@villanova.edu or call 610-519-5152.