The team matched the products with each other based on a variety of factors such as the ingredients, packaging, and size, to achieve the closest match possible. So, for instance, almond milk was paired with normal milk, vegan brownies with dairy-based brownies, and plant-based meat with regular meat. Other products included were lasagne, coleslaw, pesto, mayonnaise, yoghurt and cake.

So they only looked at products traditionally made using animal products, and compared them to similar products with plant-based substitutes.

An alternative headline could have been “Imitative foods contain more imitative ingredients”.