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Advertisement from Center for Consumer Freedom.

The Center for Consumer Freedom yesterday placed a full-page ad in the New York Times detailing the less savory ingredients of “plant-based meats."

Why it matters: In a release the company notes that nearly 50% of consumers incorrectly believe plant-based proteins to be healthier than real meat, and "CCF believes it is important for the public to know what they’re eating."

  • “'Plant-based meat' is ultra-processed," the group said in a statement. "The National Institutes of Health found that ultra-processed foods can cause weight gain and overeating, which can contribute to a variety of health problems."

But, but, but: No one cares. Plant-based meat continues to drive sales at fast-food restaurants, grocery stores and on the stock market.

The Impossible Whopper helped Burger King to its best quarter in four years.

  • Parent company Restaurant Brands International's overall earnings declined largely because of slowing sales at Tim Hortons, which makes up about 60% of RBI's revenue and removed fake meat from its menu at many Canadian locations.

Beyond Meat announced it more than tripled sales from the same quarter a year ago and produced $4.1 million in GAAP profit, its first net profit.

  • Its stock fell in after-hours trading, as even those numbers were not enough to uphold its dizzying gains so far this year.
  • The stock has fallen from its $235-a-share highs earlier in the year after diluting shares with a secondary stock offering in August and ahead of a lock-up period that ends today and will likely prompt significant selling.
  • But BYND remains more than 300% above its IPO price of $25 a share.

Of note: CCF is an organization that lobbies on behalf of the fast food, meat, alcohol and tobacco industries.

Go deeper: The fake meat gold rush

Editor's note: This piece was updated to note CCF is a lobbying organization.

Go deeper

Updated 5 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: CDC director defends agency's response to pandemic — CDC warns highly transmissible coronavirus variant could become dominant in U.S. in March.
  2. Politics: Biden readies massive shifts in policy for his first days in office.
  3. Vaccine: Fauci: 100 million doses in 100 days is "absolutely" doable.
  4. Economy: Unemployment filings explode again.
  5. Tech: Kids' screen time sees a big increase.
  6. World: WHO team arrives in China to investigate pandemic origins.
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Alexey Navalny detained after landing back in Moscow

Navalny and his wife shortly before he was detained. Photo: Kirill Kudryavtsev/AFP via Getty

Russian opposition leader Alexey Navalny was detained upon his return to Moscow on Sunday, which came five months after he was poisoned with the nerve agent Novichok. He returned despite being warned that he would be arrested.

The latest: Navalny was stopped at a customs checkpoint and led away alone by officers. He appeared to hug his wife goodbye, and his spokesman reports that his lawyer was not allowed to accompany him.

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Biden's "overwhelming force" doctrine

President-elect Biden arrives to introduce his science team in Wilmington yesterday. Photo: Kevin Lamarque/Reuters

President-elect Biden has ordered up a shock-and-awe campaign for his first days in office to signal, as dramatically as possible, the radical shift coming to America and global affairs, his advisers tell us. 

The plan, Part 1 ... Biden, as detailed in a "First Ten Days" memo from incoming chief of staff Ron Klain, plans to unleash executive orders, federal powers and speeches to shift to a stark, national plan for "100 million shots" in three months.