The Center for Consumer Freedom (CCF) ran a full-page ad in the Sept. 24 issue of USA Today exposing the highly processed nature of plant-based bacon. The Washington, DC non-profit group wants to make sure that shoppers understand that many meat alternatives contain chemical ingredients and are manufactured using complex processes. These products can be very confusing to shoppers, as the International Food Information Council (IFIC) Foundation’s 2019 Food and Health Survey showed that about one-third of consumers believe “plant-based” is equivalent to “minimally processed.”

“Consumers should be aware that plant-based is a euphemism for ultra-processed,” said Will Coggin, CCF’s managing director. “Fake meat doesn’t grow on vines. It’s made in factories.”

This ad was the latest in an educational campaign to demystify the plant-based craze. The CCF has previously placed ads on fake meat in the Wall Street Journal and the New York Post. In addition to the ads, CleanFoodFacts.com provides consumers with a transparent look at meat alternatives as well as informational blog posts and other helpful tools.