But players in the latest plants-imitating-meat trend say that the new crop of veggie burgers is finding success where others have not. The reason? The burgers, many of which are made by leading purveyors of plant-based protein like Beyond Meat and Impossible Foods, are aimed at meat eaters as well as vegetarians. They provide a substitute for the the taste and texture of meat for those who crave it, while also allowing vegetarians or vegans an option that resembles the meals of their meat-eating friends.