Now, perhaps they mean that they productize something which is unachievable by most people at home (few would attempt to make homemade beyondmeat protein for food) and so they are facilitating the consumption of something that otherwise would not get consumed...
Ethical excess clothes, unneeded cosmetics, frivolous throwaway home items, etc., yes sure, I’m sure there are ethical alternatives just as there are “organic” poisons too.
A possible key alternative source of proteins I don’t think merits the label/adjective “consumerist”