Filed Under: Ads Fake Meat Other (press)

Ad: Want This in Your BLT?

As part of our effort to educate the public on the contents of “plant- based” meat, we have placed an ad in USA Today. The ad compares real bacon to fake bacon–an ultra-processed imitation. 

Americans love bacon. A poll revealed that only four percent of Americans don’t like the savory snack and nearly a quarter of Americans would eat bacon every day for the rest of their lives if they could. 

At the same time, fake meat products are experiencing a moment. Many consumers are interested in at least trying out these products. And many assume that “plant-based” means “healthy.” Roughly one-third of consumers believe “plant-based” is equivalent to “minimally processed.”

But, this interest also cuts against consumer sentiment to enjoy fewer processed foods. (After all, how do you think they imitate the taste and texture of beef and bacon?)

Fake bacon is ultra-processed and in some cases contains dozens of ingredients. These ingredients can include tertiary butylhydroquinone (TBHQ). The chemical is used to prevent discoloration in processed foods. Animal studies reveal an increased risk of convulsions, liver enlargement, neurotoxic effects, and tumors. The FDA has limited the amount allowed in foods to less than 0.02 percent of fat content.

If you’re interested in learning what else is in so-called “plant-based” meat, check out to see what you might be putting in your body.

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