Consider the combination of the crops being used: soy, wheat, and pea protein are the most typical. This invokes the debate about wheat versus soy, about GMO versus non-GMO. As the plant-based movement shifted to the mainstream, it became a product that wasn’t just for vegans and vegetarians. People started looking at fat and sodium content. People cited the environmental impact. Yes, alternative meats use less water and land, but these are still monocrops. There’s a lot of noise coming from non-GMO activists as well as the traditional protein industry pointing out what can be seen as the “weaknesses” of alternative meats. As the category grows and competition speeds up, that’s only likely to increase.