Concerns about animal welfare, environmental pollution, and the climate impact of conventional agriculture make alternatives to meat consumption a significant issue of our time. The fact that large parts of society will probably not become vegetarian in the traditional sense does not mean that they are entirely opposed to meatless alternatives. Brands like Beyond Meat, which produce aesthetically and tastefully comparable products based on plants, target this. However, given their branding, the question arises as to how to position a meat alternative beyond the progressive milieu.