There's no meat, eggs or dairy _ but don't call them "vegan"

Published 08-23-2018

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NEW YORK (AP) - It's not vegan, it's "plant-based." So will carnivores bite?

As companies try to cater to Americans' interest in lighter eating, the term "plant-based" is replacing "vegan" and "vegetarian" on some foods. The worry is that the v-words might have unappetizing or polarizing associations.

Impossible Foods, which makes a meatless patty that's supposed to taste like meat, even warns restaurants not to use those words when describing its burger on menus.

The trendier sounding "plant-based" may appeal to a broader market, since "vegan" or "vegetarian" could alienate those who don't adhere strictly to those diets. "Plant-based" may also distance products from a perception of vegan and vegetarian food as bland.

But some may see it as just a new term for an old concept.

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FILE- This Jan 9, 2018, file photo shows the Impossible Burger at Stella's, in Bellevue, Neb., which is a burger is made from plant protein. As companies look to lessen Americans' reliance on animals for food, the term "plant based" is replacing "vegan" and "vegetarian" because of the unappetizing and polarizing associations the v-words might have. (Ryan Soderlin/The World-Herald via AP, File) - The Associated Press


In this Aug. 7, 2018, photo Impossible Foods CEO Pat Brown is interviewed in New York. As companies try to cater to Americans' interest in lighter eating, the term "plant-based" is replacing "vegan" and "vegetarian" on some foods. The worry is that the v-words might have unappetizing or polarizing associations. Impossible Foods, which makes a meatless patty that's supposed to taste like meat, even warns restaurants not to use those words when describing its burger on menus. (AP Photo/Mark Lennihan) - The Associated Press


In this Aug. 7, 2018, photo Impossible Foods CEO Pat Brown is interviewed in New York. As companies try to cater to Americans' interest in lighter eating, the term "plant-based" is replacing "vegan" and "vegetarian" on some foods. The worry is that the v-words might have unappetizing or polarizing associations. Impossible Foods, which makes a meatless patty that's supposed to taste like meat, even warns restaurants not to use those words when describing its burger on menus. (AP Photo/Mark Lennihan) - The Associated Press