Ontological struggle over new product category: Transition potential of meat alternatives

• Transition potential of meat alternatives in Finnish food markets is studied. Detachment from niche products required for mainstreaming alternatives. Attachment to values everyday practices anchor the niches regime. Practices de/attachment reconfigure regime-niche relations markets. In recent sustainability transitions research, more attention has been called dynamic between regimes and complex processes systemic change. this paper, we provide case alternative markets, which have expanding rapidly Europe Northern America. During expansion, animal-free are a contradictory situation. aiming carve out market space these aim be as similar possible. paper study how, Finland, actors situated themselves within regime by detaching first generation plant-based foods attaching shared rules, materialities cultural meanings We discuss how concepts detachment attachment can help understanding further transitional pathways created fit-and-transform rules market,