"It tastes like meat" is a compelling pitch for the many people who used to enjoy eating meat but stopped in order to lead a less cruel lifestyle :)

Yes, I know. But I am not one if them. "It's less cruel" is not a compelling enough argument for me to stop eating meat. If you tell me about some vegan dishes that are good on their own I will probably start eating them sometimes and my meat consumption will go down as a side effect. I'm literally telling you how you can sell more people on the idea of plant-based diets.

Exactly. Meat is meat and happens to taste good. But vegetables can taste good too. I can appreciate them for what they are, and do not need or want them to taste "like meat".

Many people choose to stop eating meat because it's cruel, not because they don't enjoy eating meat. Therefore plant based meat is a fantastic invention :)

“It tastes like meat” is a good argument when combined with “it’s cheaper than meat.” It falls flat when it’s more expensive than meat.

And even then it only works for people who lack the discretionary income for meat. That's a significant number of people but not everyone. If your goal is to reduce meat consumption in general then the pitch should be "plants are better than meat" rather than "plants can be kinda like meat".

I absolutely agree. Many plants are delicious. I will take eggplant, courgette, cabbage or any number of other delicious plants over a brown mush of unknown plants and other things that tries to pretend to be meat, thanks.

Many people choose to stop eating meat because it's cruel, not because they don't enjoy eating meat. Therefore plant based meat is a fantastic invention :)

Nobody is arguing that. This thread is about the marketing of plant-based diets to meat-eaters. The reasons for being vegan are well understood. They just aren't compelling to everyone. Cost is just another compelling argument.

I’m in this category and I love that meat substitutes are continually improving