Fake meat is having a huge moment right now. With massive financial gains, brands like Beyond Meat and Impossible Foods are creating an entirely new — and thriving — market.

But not everybody is on board with veggie burgers that aren’t entirely “veggie,” as Voxreports, with critics arguing that fake meat is unhealthy and go against the idea of consuming “whole,” GMO-free foods.

CEOs of major corporations including Whole Foods and Chipotle have dismissed the plant-based meats as far too processed — a valid criticism considering how companies produce the meatless products flooding the markets right now.

“I don’t think eating highly processed foods is healthy,” Whole Foods CEO John Mackey told CNBC in August. “I think people thrive on eating whole foods. As for health, I will not endorse that, and that is about as big of criticism that I will do in public.”

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