Lightlife president predicts more segmentation in plant-based meat, defends ‘real food’ stance: ‘It was not a PR stunt, we wanted to start a conversation…’

Lightlife Foodsâ recent campaign pitting its âreal foodâ credentials vs the ‘hyper-processed’ wares of Impossible Foods and Beyond Meat was dismissed by some as a PR stunt. However, it started a conversation, says president Dan Curtin, who predicts weâll see more segmentation in the plant-based meat category as it matures and consumers start scrutinizing labels more carefully.

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