David vs Goliath: The challenges for plant-based meat companies competing with animal-based meat producers

• The products of plant-based exclusive (PBE) companies tend to be the most expensive when compared to the products of meat processors companies (MPC). • PBEs have a significantly smaller environmental footprint than MPCs. • MPCs and supermarkets appear to be acting in an ambiguous manner, thus perpetuating the status quo of the traditional food system. • We provide insights on how different stakeholders can promote sustainable food systems.