Editor's choice: Vaping — yeah, vaping — has lessons for novel food marketers

The global success of vaping, as opposed to cigarette smoking, may not be a great social or public health development but it does hold lessons in marketing that alt-meat companies could take to heart.

So says Michelle Roberts, a CPG brand strategy expert based in Harrogate, UK. In an essay written for Unstuck, a marketing blog, Roberts emphasizes the difference…