Arby's has responded to the plant-based meat craze by testing meat products that look like vegetables — called 'megetables'
The new marketing scheme highlights Arby's meat-only credentials, reenforcing its slogan:"We have the meats." The company says it has produced a new meat-vegetable hybrid food category called"megetables." It's an obvious troll against its fast food rivals, including Burger King, McDonald's and a dozen or so others, which are adding plant-based meat alternatives to their menus.
"Plant-based meats are the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat," Jim Taylor, Arby's chief marketing officer said on the company's blog. Beyond Meat and Impossible Foods have both developed plant-based meat that tastes and cooks similar to real meat. Arby's said it's developing other"protein-packed vegetables.
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