As noted here previously, they were marketing fake “meat” to meat consumers, in the meat department, at twice or thrice the price.

Vegetarians are not generally looking for any meat, let alone fake meat, and if they are, they probably are not wandering the meat department. Thus, the consumer model has been weird from the get-go.

We tried it – it was interesting – but expensive. Did not bother to buy more after that. We do not consume much meat here – plenty of other food options anyway.

Coldstreams Skeptic