Summary: The text discusses the growing popularity of plant-based meat alternatives, particularly pea protein products, which are becoming more widely available in the market. Companies like Beyond Meat and Impossible Foods are leading the way in producing these meat substitutes, which are not only appealing to vegetarians and vegans but also to flexitarians looking to reduce their meat consumption. The environmentally-friendly aspects of plant-based meats, such as lower greenhouse gas emissions, are also driving their increased demand. However, challenges remain in terms of taste and price, with some consumers still preferring the real deal and finding plant-based options pricier. Despite these obstacles, the plant-based meat industry is rapidly expanding and attracting investment from major players in the food industry, signaling a shift towards more sustainable and climate-friendly food choices.