Biotech innovators also need to understand that the food industry is conservative; change is slow and new brands rarely disrupt industry mainstays. For example, when plant-based foods first arrived and began to get market share, it was newer nontraditional food companies like their emergence was rooted in nontraditional, newer food companies— The major players in the industry didn't develop their own offerings until plant-based products were firmly established. It's a pattern that can be seen with plant-based meat : it took Impossible Foods and Beyond Meat to nudge Tyson Foods TSN and Hormel HRL to develop their own product lines. Even today, only half of major food brands have plant-based departments.