I guess I just don't get it. Obviously there's a decent sized market for vegetarian convenience food, but the meat-based branding, and attempts to copy texture/flavor of meat products would seem a turn off for that market. Good flavors and mouth feel (not tofu!) are important, but why explicitly try to copy meat unless meat eaters are the market you are targeting?

It'd make more sense to me to have different products/brands/advertising for different market segments. For the meat eaters the marketing would be "healthy/cheap, tastes just like beef/chicken" (which seems to be what Beyond Meat are going for), and for the vegetarians "delicious flavors, plant based, high in protein" (not "fake beef").