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The Rise and Fall of Plant-Based Giants: A Critical Examination of Oatly and Beyond Meat

The late 2010s marked a significant turning point for plant-based foods, transitioning them from niche products to mainstream consumer items. With the advent of startups like Impossible Foods and Beyond Meat, consumers were introduced to meatless products that not only looked like their animal-based counterparts but also closely mimicked their taste and texture. Similarly, Oatly made headlines by offering oat milk that rivaled the creaminess of traditional cow milk. This newfound innovation represented a radical shift in the consumer packaged goods landscape, targeting not only a vegan audience but also the broader market of omnivores.