I've been a vegetarian for the last decade and change, and I simultaneously think that finding a cheaper, appealing alternative to meat is both a fantastic opportunity for the world and a really difficult thing. I used to love meat when I was a meat-eater, and I'm a fairly picky eater that dislikes many vegetable options. (Green peppers are nasty and food-destroying in my opinion, which immediately removes over half…
The way I see it, selling anything to meat eaters as a "meat equivalent" is setting it up for rejection. I'd bet that if you took even real meat and told people it was "fake", a good portion of them would reject it as somehow weird. The "burger" is just a convenient form factor. Each kind is really its own thing, with its own taste and mouthfeel. It needs to be tried and appreciated as such, or disappointment is inev…
As an example of your second point, one of the more succesful alternatives in NL is Valess [1], which mostly comes in the "burger" form factor but does not try to sell itself as imitation meat.