In Germany the Rügenwalder brand was, at least for me, always associated with sausages. Since they changed to also produce meatless vegan products, they become almost omnipresent in every supermarket with vegan and vegetarian products. I personally like them and, in my opinion, the initial change of the direction was brave. My personal perception is, that Rügenwalder and LikeMeat (with some exceptions) do a great job. I think, the target customer isn't always the established vegan who also has sympathies for PETA work but the interested and health aware consumer who wants to reduce the overall meat consumption or the meat lover who is open to just try it out (because of interest).

I'm aware that this products are always creatures of food laboratories ... well done but somewhat artificial. But if you got an invitation to some BBQ event and don't have your own DIY sausages at hand, this products are convenient (yes I know peppers, zucchini and other vegetables are just fine to put it on a grill and taste good but the BBQ master must have some experience with it and it's sometimes a bit of a struggle to be well fed with that only ... for a man).

By the way ... I think the marketing of this traditional meat based sausage company Rugenwalder is just interesting. I think this model can also work for established fast-fashion brands which want to change to sustainable, fair paying product model ... not to change the world but to make it right and because the market wants it so