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The plant-based market shows no signs of slowing down and companies are changing their portfolios to attract everyday consumers seeking more plant-based options, according to Innova Market Insights.

For the mainstream consumer, going plant-based is about achieving a healthy and sustainable balance between meat and vegetables, Innova says, rather than adopting an all-or-nothing way of eating.

“Brands are greening up their portfolio to attract a mainstream consumer,” Innova Market Insights’ director of innovation Lu Ann Williams says.

In one example, she says, Carrefour’s Le Palet Boeuf Et Vegetal has found a sweet spot between plant-based burgers and the meaty original by combining beef and vegetables for these types of consumers.

“Vegan is too small a word,” says Williams. “This plant kingdom trend is really important.”

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