UK Plant-Based Meat Brand This Unveils Fact-Led Knowledge Hub to Fight Misinformation

British plant-based meat brand This has launched an evidence-led online knowledge hub to combat misinformation surrounding protein, processing, nutrition, and sustainability in the industry. The meat industry has been accused of spreading false information to protect its interests, with online influencers promoting the carnivore diet and perpetuating dangerous myths about plant-based alternatives.

This new platform, titled “100% Plant-Based. 100% Fact-Based.”, aims to provide consumers with accurate information on nutrition, environmental sustainability, and animal welfare related to plant-based foods. The company's products are shown to have higher levels of protein, fiber, and lower saturated fat compared to traditional meat products, with significantly lower greenhouse gas emissions and animal welfare implications. Other plant-based meat brands, such as Beyond Meat and Impossible Foods, have also taken steps to combat misinformation and educate consumers on the benefits of plant-based alternatives.