The “fake” meat arena has recently taken quite a blow, as seen with Beyond Meat recently announcing that sales have dropped by a third, and Meatless Farm (once another pioneer in the sector) was close to falling into administration back in June. Although turbulent, this recent decline in alternative meat sales has a positive spin for food engineers and designers in this space—we need a food revolution; a new venture into tastes and textures. We need to strip it back, redesign protein and flavors from scratch, celebrate the source of nutrition for what they are, and end our obsession with counterfeit meat.