That tells me demand is more driven by diet & environmental reasons than cost.
To make up numbers:
Price a pound of pleat, er plant meat, at $10, and 5 vegans and 5 environmentalists buy it. Drop the price to $8 and 5 vegans and 5 environmentalists and 2 price-sensitive environmentalists buy it.
Gross $100 on the former or $99 on the latter. Net more than one dollar extra profit on the former (10 pounds cheaper to produce than 12 pounds). Solution if you’re a profit-hungry corporation? Keep the price high.