Plant-based meat products are bigger than ever, with the fast-food industry, grocery stores, and upscale restaurants coming on board. A recent Nielsen report found that plant-based meat alternative purchases went up 279.8 percent last week after Americans were instructed to stay home during the novel coronavirus pandemic.

Impossible Foods, a company that develops plant-based meat products, says its mission is to someday replace the incumbent meat industry entirely, stating that, from a mission standpoint, a sale only has value if it comes at the expense of the sale of an animal-derived product.