“Calling it ‘plant based’ instead of ‘ultra processed soy’ is the most successful rebrand in modern history”

What does “plant based” mean? This was posted on X/Twitter by Divine on October 23, 2026, and it received over 13,000 likes:
   
“Calling it ‘plant based’ instead of ‘ultra processed soy’ is the most successful rebrand in modern history.”
 
 
X/Twitter
Divine
@Divinsity
Calling it “plant based” instead of “ultra processed soy” is the most successful rebrand in modern history
6:33 PM · Oct 23, 2026
 
Facebook
Eating Well
October 24, 2026 at 1:18 PM ·
That tweet calling “plant-based” the most successful rebrand in modern history made me actually laugh, because I’ve stood in that freezer aisle staring at it.
Front of the package says PLANT-BASED in big green letters with a little leaf. You picture a garden. Back of the package says soy protein concentrate, methylcellulose, soy protein isolate, and a list you need to google.
It’s not that it’s a lie. Plants are in there. It’s that one warm word is doing a lot of work hiding how much processing happened to get there. Research even shows when we see “plant-based” we automatically assume healthier, lower sodium, lower fat, even when it’s not.
     
X/Twitter
AlphaFox
@alphafox
Calling food ‘plant based’ when its really ‘ultra processed soy’ is the best psyop in the food industry.
11:24 AM · Oct 26, 2026
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X/Twitter
Zenox⚡
@Zenox242551
Plant based sounds much gentler than ultra processed soy
5:41 PM · Oct 30, 2026
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X/Twitter
Bob Kostic
@causticbob
Calling it “plant based” instead of “ultra processed soy” is the most successful rebrand in modern history
6:37 PM · Oct 31, 2026