According to The Wall Street Journal, meat-substitute companies such as Yves, Gardein, and Lightlife Foods have all developed campaigns designed to target flexitarians and other veg-curious meat-eaters. By modifying their products to look and taste more realistic and revising sales strategies, mock-meat companies hope to attract larger number of consumers who, whether for health or ethical reasons, are looking for alternative sources of protein. According to the article, the number of US food products labeled as “meatless” or “meat-free” grew 21 percent from 2009 to 2011, with sales of such products rising 10 percent since 2008.
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