Nutritionists: Plant-Based Meat’s Health Halo a Nothingburger

Plant-based burger ingredients. ( FJ )

Today the nonprofit Center for Consumer Freedom placed a full-page ad in The New York Times showcasing quotes from nutrition and medical professionals on plant-based meat’s healthiness—or lack thereof. At a time when 76% of Americans think “plant-based” foods are healthy, CCF is pointing to experts who urge caution about fake meat.   

Companies that manufacture meat analogues are trying to latch on to clean eating trends by calling their products “plant-based.” In reality, these ultra-processed products, which can have dozens of ingredients, don’t grown on vines—they’re made in factories. As one dietitian puts it, “It’s not like you’re eating vegetables.” The National Institutes of Health recently found ultra-processed foods cause weight gain.

The ad, which can be found here, is the latest addition in CCF’s campaign to raise awareness of what’s in “plant-based meat.” Additional information, such as blogs and an ingredient comparison tool, can be found at Additional ads have run in The New York TimesUSA TodayThe Wall Street Journal, and the New York Post.

CCF managing director Will Coggin commented: “The fake meat industry has tried to play down the ultra-processing of these products by comparing them to yogurt or apple pie. But there’s a big difference between homemade baked goods and Frankenfoods created in labs.”

Related stories:

Consumer Group Smokes Out Fake Meat

Consumer Group: Fake Meat Is Factory Food