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Plant-based meat sales are stagnating – our research suggests playing down its green benefits could attract more consumers

By Jennifer Yule, Lecturer in Marketing, The University of Edinburgh

It’s difficult to tell if the recent wave of anti-vegan sentiment has affected the plant-based meat market, but denigrating the image of vegans has certainly gone mainstream.

Alongside negative comments about people who don’t eat meat by figures like Piers Morgan and Jeremy…

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