James' World 2

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The camera pans slowly across a close-up of crispy, golden McDonald’s fries, standing tall like ears of corn. “We used to think this was the best thing a plant could grow into,” a deep voice proclaims during the commercial. “And then we made this.” Into view emerges a glistening cheeseburger topped with lettuce, tomatoes, and pickles. “Introducing the new McPlant,” the narrator continues, “made with the first plant-based patty worthy of being called a McDonald’s burger.”

The ad, from early 2022, seemed like a sign that plant burgers had made it big. Six years after they arrived on the market, America’s biggest restaurant chain had endorsed them. The news garnered cautious praise from some environmental advocates: Not only could meatless meat patties reduce animal cruelty, but they also promised to ease climate change. They looked, tasted, and bled like beef but had none of the drawbacks — no cows that burp methane, no butchered animals, and barely any cholesterol. 

By most metrics, plant-based meat has been a resounding success. Brands like Impossible Foods, Beyond Meat, and Gardein are sold in thousands of grocery stores and restaurants across the country. Dollar sales in the U.S. have tripled over the past decade. Ten years ago, you couldn’t buy fake-blood burgers anywhere. Today, they’re on the grill at Burger King, Carl’s Jr., and other restaurants all over the world. When Beyond Meat went public in 2019, its stock climbed more than 700 percent. The buzz was compared to that of Bitcoin.

Yet a tour of recent headlines suggests that something has gone awry. Last year, Forbes described a “lifeless market for meatless meat.” The Guardian asserted that “plant-based meat’s sizzle fizzled in the U.S.” A Bloomberg headline in January went further, declaring that fake meat was “just another fad.” As for the McPlant, McDonald’s erased it from its menu in the U.S. last August, less than a year after it started a trial run.

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Grist / Amelia K. Bates

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