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Additional file 1: Supplementary Table 1. Estimated systolic blood pressure according to salt substitute strategy and age strata, Vietnam. Supplementary Table 2. Baseline incidence of stroke and IHD according to salt substitute strategy and age strata, Vietnam. Supplementary Table 3. Relative risk reduction of stroke according to salt substitute strategy and age strata, Vietnam. Supplementary Table 4. Relative risk reduction of IHD according to salt substitute strategy and age strata, Vietnam. Supplementary Table 5. Results of the sensitivity analysis: Regulatory strategy. Supplementary Table 6. Results of the sensitivity analysis: Subsidised strategy. Supplementary Table 7. Results of the sensitivity analysis: Voluntary strategy. Supplementary Table 8. Comparison of cost-effectiveness studies

New meat substitutes need to be recognized as alternatives to meat. We therefore investigated which category representations consumers have of meat and meat substitutes. Thirty-four non-vegetarian participants performed a free sorting task with 17 meat products and 19 commercially available meat substitutes, followed by similarity and typicality ratings. Results indicated that categorization was largely influenced by the taxonomic classification of meat, so by categories that refer to the animal source like 'pork', 'beef' etc. Hence, meat substitutes were grouped separately from non-processed meat products. However, there were categories (e.g. 'pieces' and 'sausages') that contained both meat substitutes and processed meat products, as these products were perceived to be very similar.New meat substitutes should have a certain resemblance to meat in order to replace meat on the plate. This can be achieved by either similarity in appearance or by referring to shared scripts/goals, such as a similar application in meals. Refereed/Peer-reviewed