This major report by IPES-Food sheds light on misleading generalisations that dominate public discussion about meat and protein, and warns of the risks of falling for meat techno-fixes. With meat and protein firmly in the spotlight, big meat, dairy and seafood companies are fast rolling out a range of technologies - such as plant-based alternatives, lab-grown meat, and precision livestock and fish-farming - with the backing of governments worldwide. IPES-Food calls for a shift in focus away from protein hype towards a transformation to sustainable food systems.