meat arrived with claims about climate, health and animal .
The climate case is the strongest and is not seriously disputed.
Producing a kilogram of beef far more than producing a kilogram of any plant protein.
The health case is weaker, because a processed is still a processed product.
Salt content in early products was often higher than in the meat they replaced.
Sales grew quickly, then fell in several markets, which surprised investors.
Surveys suggest the reason is rather than trial.
Many customers bought once out of curiosity and did not return at that price.
Price with meat has therefore become the industry's central problem.
Meanwhile the largest shift is happening without any new product.
Households are eating slightly less meat and more beans, lentils and eggs.
That shift is invisible in sales figures for meat s.
Policy aimed at emissions should probably follow the beans rather than the headlines.