In reply to Joel.

The reason to imitate meats is to try to sell the product to meat eaters, perhaps environmentally conscious meat eaters, or meat eaters that don't like how animals are tortured during food production. It's a strategy that can be executed alongside creating new and exciting plant-based foods for vegetarians and vegans. But no need to limit oneself to just that small market.

Impossible Foods specifically is targeting meat eaters because of the damage to the environment they see traditional meat production causes, and their mission is to be so successful that traditional meat production completely ceases.