Over the last few decades, a large number of animal product substitutes have been developed in agri-food systems. In this chapter, the authors examine the revitalisation of substitution foods, from their past to their future. They highlight two moments in history that were crucial to the innovation of substituting animal for vegetable: vegetarianism for healthy living, and the American Soybean Complex. The substitution dynamic is put in context, with particular focus on plant-based meat substitutes and the production of cultivated meat, produced by the two companies Impossible Foods and Aleph Farms. The new wave of substitution innovations occupies a place in the public space thanks not only to anti-speciesism and veganism, but also to the academic and media success of the idea of the Anthropocene. This scientific rationalisation of activism is contribution to the visibility and the legitimacy of activist demands in public space. Cellular agriculture lobbies are exploiting this appearance of animal rights in politics by putting their innovations onto the agenda. In closing, the authors mention that all the changes and their innovations inevitably lead to the reduction, and increasingly the exclusion, of animal products from our diet and thus, in time, of the exclusion of animal work from the farm, a point often either minimised or completely ignored by innovators. Of course the exclusion of farm animals from our diet would signal the end of animal husbandry.