U.S. consumers have a lot on their minds besides food, even as they’re standing in front of the supermarket’s display of meat or alt-meat packages. They’re keeping an eye on their kids, putting together a menu in their heads and gasping at the cost of proteins. An alt-meat brand has between 7 and 17 seconds to sell itself to a typical U.S. shopper. Those aren’t great odds, but Chris DuBois has some ideas about how to beat them as the alt-meat industry looks ahead to 2025. The executive vice president of fresh foods for research firm Circana counsels alt-meat brands to focus on frozen, on forms and flavors, and on the findable core group of heavy alt-meat consumers that already exists. Chris joined MeatingPod to elaborate on those ideas, and other trends in the U-S and global alt-meat consumer space.