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NCBA Releases Consumer Research Showing Widespread Confusion About Contents of Plant-Based Fake Meat

The National Cattlemen’s Beef Association (NCBA) today released survey results that show widespread consumer confusion regarding the ingredient composition and purported benefits of plant-based fake meat products.

In an online survey of more than 1,800 consumers, less than half of the respondents understood the labeling term “plant-based beef” was intended to describe an entirely vegetarian or vegan food product. One major source of confusion uncovered by NCBA’s research is that approximately one third of surveyed consumers believed that plant-based fake meat products contained at least some real beef in them. When asked to evaluate specific product labels and marketing materials from some of the leading plant-based fake beef products currently on the market, the results were astonishing...

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