Meat Substitutes Truly Tasty - ABC News
In San Francisco, where so many food trends start, fake chicken is flying out the door. At Whole Foods in the Haight-Ashbury, a week's supply of the new meat-substitute, called Beyond Meat, sold out in two days. Nor was that an isolated case. Other Whole Foods in the city are reporting the same phenomenon.
"We're a little taken aback," says the chain's Northern California coordinator for prepared foods, Mathew Mestemacher. "The response is overwhelming."
In Los Angeles, Ashley Wilson calls the fake fowl amazing. The 27-year old video editor says she has been eating vegan for three years and knows every meat substitute on the market. Complains she, "I've eaten a lot of fake meats, and you can always taste the science." This new one is different. "It's clean; there's no weird, processed taste." The texture, too, is correct: pulled apart, it's stringy—like chicken. She intends to recommend it to her meat-eating friends.
Ethan Brown, founder the company that makes the pseudo-chicken (both company and product are named Beyond Meat) says his technology can fabricate beef or pork or fish. "Chicken just happened to be our first product." He hopes his chicken will be the breakout product in a sleepy niche--meat alternatives. The $340 million market, according to research firm Mintel, is growing at 3 percent and 5 percent a year.