It's a bit of a flop in the UK too tbh. It's been pushed fairly hard, but not that much uptake.
In principle I'm all for it ethically, and it's probably no "worse" then any other ready meal/processed food à la Unilever that I sometimes eat. But I'd rather just eat tofu (which I do very much like anyway) than whatever some "founder" is pushing on me so he can get another funding round in.
"It has over 60 ingredients!"
The size of the meat-substitute market in the UK appears to have grown steadily to about 1.5 billion quid.
With the UK beef products market hitting around 4.4 billion quid, I'd say that's pretty sizeable.