In an analysis of content over social media channels, Infegy found that 43% of online conversations about meat in the last 6 months had a negative connotation – often containing the words ‘bad’, ‘concerns’ and ‘problem’. Taco Bell has responded by creating a new “Power Protein” menu. The menu, which is set to launch in Ohio in late July, and seeks to highlight the high-protein content of food items rather than their meatiness. Interestingly, many plant-based foods such as kale and spinach, have a higher protein content per calorie than that of meat.

http://www.businessweek.com/articles/2013-06-24/at-taco-bell-protein-is-code-for-meat