> If any of the planet saving meat substitute promises are true, such a fake meat patty would cost a tenth of the beef equivalent and it would dominate the market.

Products can fail even if everything is delivered. This is why the supermarket Tesco gave up on trying to enter the USA market.

Or why I can't get Quorn here in Germany even though I personally think it's a much better taste and texture than any of the Rügenwalder Mühle brands.

Or why I can get Sauerkraut juice here, but not in the UK.