This new post from Tobias does a nice job of summarizing the difference between consequentialists and those concerned with "values."
He hints at an even better frame: If we take the animals' point of view, or if we are primarily concerned with how something makes us feel. Of course, I have sympathy for those who want everything to directly and fully conform to their personal ideals. But for me, all that matters is reducing the number of individuals suffering in the real world.
By the way, Anne and I think the Tofurky strips are noticeably better than the Beyond Meat strips!