American customers might have misplaced a few of their urge for food for fake meat, however they’re nonetheless snapping up non-dairy ice cream, veggie-centric snacks, grain-based milks and egg substitutes at grocery shops, eating places and quick meals chains.

Because the $7.4 billion U.S. business has continued to develop, it has seen an explosion of merchandise, which means that particular, clutter-busting, strategic advertising and marketing is extra essential than ever.

Manufacturers within the house have obliged this yr, utilizing every part from conventional 30-second spots to music competition activations, podcast parodies and attention-grabbing stunts to attraction to potential consumers.