The product launch comes at a time when meat has been getting a lot more expensive. Prices for meat, fish, poultry and eggs rose 3.7% in May from April, according to the Bureau of Labor Statistics. Beef and veal prices were up 11%, the largest ever monthly increase. “We know that to be successful we have to win on taste, win on nutrition, and ultimately win on price,” he wrote. “If we can do those three things, we see tremendous opportunity to transition consumers from animal-based to plant-based meat.”
Source: Meat prices are surging. Good news: Fake meat is getting cheaper – CNN