After initial early hype and soaring investor interest, the plant-based meat industry is doing it tough.
Sales are falling, company values are plunging and workforces are being slashed.
The industry, which some of its proponents claimed would bankrupt the global meat sector by 2035, is increasingly looking more like “another food trend whose novelty is wearing thin”, as one Bloomberg article described it last week.
It’s not the death of the plant-based protein sector but a wall of reality that tends to follow the introduction of most new technologies.
Known as the ‘hype cycle’,…
