Hundscheid et al. (2022) underline the crucial role of cultural meaning in the growth of plant-based product markets. Mylan et al. (2019) and Lonkila and Kaljonen (2022) offer evidence of incumbent firms' proactive diversification strategies, which are driven by economic opportunities due to changing consumer preferences. However, there are still knowledge gaps that preclude sustainability transitions literature from adequately conceptualizing transitions in the food system, particularly regarding sustainable diets.Overall, the comprehensive conceptualization of sustainability transitions in the food system requires a new focus on innovation dynamics in the food-processing sector. It is essential to investigate institutional developments that trigger change processesparticularly social norms, which are pivotal in consumer behavior and dietary patterns. In addition, crucial issues concerning the food industry's behavior regarding healthy and sustainable diets must be addressed. This need arises because typical food industry firms' strategies, such as mergers and acquisitions (M&As), provide examples of incumbent firm engagement with niches that can potentially contribute to the scaling of innovations and enable sustainability transitions.