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The boom of the vegan category is already set to be one of the big success stories of 2020. However, the days of its steady ascent are numbered if the brands involved continue their current path of positioning themselves as a meat substitute. As the non-alcoholic beer and wine categories have shown us, defining brands by what they are not gets them only so far. Ultimately, it’s a self-limiting strategy. Instead, vegan brands need to flip their approach and begin defining themselves by what they proudly offer in their own right, not in relation to meat, if they want to continue growing. 

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