Whether they call it a 'pop up,' a 'takeover' or a 'residency,' alt-meat companies are using an age-old marketing strategy to introduce new products, convince plant-shy chefs and convert consumers into fans. Find out which companies are winning big — for a limited time!
Back in 1975, researchers from University of North Carolina designed an experiment with two jars and a handful of cookies. One jar, they filled to the brim with delicious treats. The other only contained two cookies. Over and over, study participants rated the cookies in the empty jar as more desirable … even though they were the exact same cookies. From the same package, even.
What the research discovered is that humans have…
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