Plant-based protein products in the news: Mind the gap between innovation and public discourses

Markets for plant-based protein products are experiencing unprecedented growth. However, the extent to which the wider diffusion of plant-based protein products is beneficial to human and planetary health is still a contested issue in public discourses. The study of media frames for plant-based protein products can serve as a basis for approaches of technology assessment, which aim to inform actors involved in innovation processes of important aspects of diffusion, including controversy and unexpected risks regarding societal reactions. In this paper, we conduct a frame analysis of three U.K. broadsheet newspapers (the Telegraph, the Guardian, and the Times) between 2010–2020 to explore how media frame plant-based protein products. The results show that overall media coverage for plant-based diets has adopted a positive stance. However, there is variation in how plant-based protein products and particularly meat and dairy substitutes are portrayed. The biggest stumbling block appears to be potentially adverse health implications associated with the consumption of meat and dairy substitutes. We therefore argue that the scope of strategic choices regarding product design should also focus on the development of products more analogous to whole plant-based foods. Moreover, we argue that the long-term resilience of the plant-based protein sector will require strategies that convincingly align with policy goals for food security and broader food system sustainability.