IFT FIRST: Alternative protein must move beyond plant-based & taste to reach full market potential

By Elizabeth Crawford

27-Jul-2021 Last updated on 27-Jul-2021 at 15:04 GMT

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Source: Getty/ andresr (Getty Images)

While the alternative protein category is far from saturated and there is plenty of runway for innovation, investors predict a shaking out of players is on the horizon, and they say the companies that remain in the game will be those that move beyond the current fixation on taste to also improve nutrition, accessibility and sustainability.

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