I agree that the best vegan and vegetarian food does its own thing, but for me, a pescatarian, the idea of not having the delicious taste and texture of salmon slowly baked in a cast iron pan for four hours whilst being basted with oil every half an hour … my tongue just disallows it. It's not yet a sacrifice I'm willing to make until I encounter a viable alternative, and so efforts like these are a step further not just for people like me but for the general population.

Fortunately, fish is fairly easy to imitate with soy, but nothing quite beats that melt-in-your-mouth quality of slowly baked salmon. That's about the only meat I eat anymore, though I still experiment with substitutions. Usually some kind of tofu and a thick-but-viscous sauce of some kind, but even then it's flavoured with dashi.