What is Meat Alternative

Meat alternatives have been proposed as one solution to decrease meat consumption and thus its negative effects on individuals and the environment. Using three meat myths identified in literature on meat consumption—meat eating is normal, natural, and necessary—this chapter discusses how they emerge in six selected print adverts: (1) normal: dishes containing meat alternatives are portrayed as traditional, perpetuating normality; (2) natural: the myth that it is natural to eat meat is not explicitly opposed, but bypassed; (3) necessary: meat alternatives are portrayed as even more necessary for good health than meat. The author proposes changes to neutralise these meat myths; but they are unlikely to be adopted by advertising due to its commercial goals. Although meat alternatives are theoretically preferable over meat (and can help individual transitions to vegetarianism), their marketing perpetuates meat myths, and may therefore reinforce a meat-centred culture.