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From mimicking meat to ‘embracing the plant’: Step-change predicted for next-gen plant-based As the plant-based category develops, it will move beyond mimicking animal products to ‘stand on its own feet’, predict experts. The plant-based sector is booming, with an increasing number of dairy and meat analogues vying for market share. However, plant-based ‘mimics’ are not favoured by all: the sector is facing increased scrutiny surrounding products’ nutritional credentials and ‘ultra-processed’ nature. Is there opportunity for plant-based manufacturers to steer innovation in another direction? What if the sector were to focus its energy on ‘embracing the plant’, rather than mimicking meat? ....