Part of the problem is with discoverability. If you make a completely new word, people have no idea what your product is like, so they're unlikely to try it.

I think the best solution for them is to use words similar to the animal product, but obviously different, like "chick'n" or "chickenless" for example. I prefer the latter because it's more explicit about not being chicken.

But yeah, getting some standardization on it would be a big step in the right direction.