No matter how hard you try, you just can't beat real meat
2021 saw a strange and short-lived celebrity phenomenon. Out of nowhere, Leonardo DiCaprio, Robert Downey Jr, Katy Perry, Serena Williams and other A-listers announced personal investments in plant-based foodtech startups alongside venture capital funds and philanthropists. They were on a mission to save the planet, and the hype was real. It was part of a huge uptick of interest in the neo-meat category; Beyond Meat launched a spectacular IPO. Oatly spent gazillions on a Superbowl TV spot — “Wow, no cow”. Supermarkets cleared shelf space for plant-based burgers, sausages and mince, and fast-fo...