Brands have also put a lot of effort into educating consumers about meat substitutes and how closely they can imitate animal protein in both flavor and appearance. Vegetarian products used to conjure images of gluten-based or "low quality" protein, according to Justin Chou, executive director of Growthwell Group, a plant-based meat manufacturer in Singapore. "But Impossible (Foods) and Beyond Meat have start(ed) making plant-based eating cool, and many people and consumers are willing now to try plant-based options out there," he added.