Memphis Meats anticipates it will be able to sell its product commercially by 2021. The news effectively signals the first flash of serious competition on the horizon for the alternative-meats market.

Until now, most of the attention has been aimed at two companies: Beyond Meat and Impossible Foods, which compete over their own beef alternatives. But with the development of Memphis Meat’s new “clean” chicken or duck, consumers in the US will soon be able to choose their favorite meat.

Data by the US Agriculture Department show Americans consume more chicken per capita than any other animal protein.

Animal-welfare advocates were particularly thrilled with the news, as they ultimately hope to see so-called “clean meat” replace the need for large-scale animal slaughter. For their parts, large players in the meat industry remain mostly skeptical about the ascendance of meat-alternatives. Some, though, such as Tyson Foods, have made investments in the sector. In October, the company bought a 5% stake in Beyond Meat.

Certainly, there’s a lot of room for growth in the clean meat sector—particularly with chicken, which is by far and away the most slaughtered animal by humans for food globally.

📬 Sign up for the Daily Brief

Our free, fast, and fun briefing on the global economy, delivered every weekday morning.