Aggressively marketing the imitation meat is what opened up market share for the products in the grocery marts and how they got on menus. Marketing up ramp for subpar products is too common.

The US is primed for this. Buy the market, invest a lot, then invest less in the product. Hate to say, RFK may be on to, some things. Plain Heinz catsup in Canada makes the US versions (plural) just seem sort of gross.