31 Oct 2019 --- As the plant-based phenomenon continues to thrive, a new series of advertisements describing plant-based products as “ultra-processed” have come into the spotlight. According to Impossible Foods, The Impossible Whopper and the likes, are “better for people and the planet,” however, non-profit organization The Center for Consumer Freedom (CFF) ran an advertisement in the New York Times titled; “What’s hiding in your plant-based meat?” Impossible Foods has hit back saying that these advertisements are part of a “smear campaign” against disruptive companies that are threatening to take market share from the animal agriculture industry.