As more people cotton onto the benefits of a plant-based diet, companies are keen to cash in on the explosion of interest. Competition in the world of vegan capitalism is getting fierce – the vegan food market could be worth more than $160 billion globally within the next decade.
Keen to get themselves noticed in a busy marketplace, Swedish food manufacturers Oumph! decided to set one of their products apart in a questionable way – by selling a vegan burger that supposedly tastes like ‘human meat’. The Halloween special, made from soya, mushrooms, wheat protein, plant-based fats and ‘a mysterious spice mix’, bagged an award at the Cannes Lions International Festival of Creativity in June for its ad campaign featuring a bloodstained butcher cleaving vegetables and mincing out plant-based ‘flesh’.
