In recent years, sales of plant-based alternatives to meat have fallen sharply, and investment in the plant-based sector has reduced. While plant-based alternatives may not be the agroecological ideal, the contraction of the sector might represent a victory for industrial, low welfare meat. The causes of the decline are complex, but some consumers have rejected these products as ultra-processed, while continuing to eat ultra-processed animal foods. Should the agroecology movement welcome the demise of plant-based, or should it be cause for concern? How can we harness the energy of the UPF debate to target industrial meat? And crucially, what role should government policy play in all this?