Problem: Meatless meat is often placed in the frozen section of supermarkets and grocery stores, causing confusion among people who want to buy them.

Solution: By engaging the public to vote for the most suitable home for meatless meat, the project has not only raised people’s awareness about the misplacement of meatless meat but also helped move meatless meat back to the vegetable areas.

Problem: People think that real meat is tastier than meatless meat. Therefore, meatless meat is less popular.

Solution: To change people’s bias, the project challenged consumers to try their first bite of meatless meat.

Problem: Meatless meat is not popular because people do not accept that there is no meat in meatless meat.

Solution: By presenting the fact that there is no absolute in this world, this project tried to alter people’s preconception.

Problem: The fast-paced life of Hong Kong people does not allow time to search for and try meatless meat.

Solution: Meatless meat burgers have different proportions of real meat and meatless meat. The project encouraged people to try these burgers as a starting point to try meatless meat.