Bodo Lang: Massey University marketing professor on plant-based meat producer Sunfed being shut down - Heather du Plessis-Allan Drive

Kiwi plant-based meat replacement company Sunfed is shutting down as inventory runs out and investors leave.

The company made chicken, beef and bacon alternatives using yellow pea protein.

Founder Shama Lee has announced its closure on social media, saying the plant-based bubble's burst.

Marketing expert Bodo Lang says products like this fail after not making money, despite being full of promise.

"We all have inflated expectations when it comes to these really exciting aspirational products. EVs, plant-based meat- these are exciting products that can help save the planet and people."

LISTEN ABOVE

See omnystudio.com/listener for privacy information.