When a billboard went up in Madrid earlier this year displaying the word “carne” (Spanish for meat), it triggered a lawsuit. What appeared to be an innocuous ad for burgers led animal meat associations to fight against the company behind the billboard–plant-based food brand Heura Foods–claiming it had no right to call its products “meat.”…

(SOURCE) https://www.adweek.com/brand-marketing/how-a-new-wave-of-plant-based-food-brands-plans-to-restore-appetite-for-faux-meat/