Increasing concerns for climate change call for radical changes in food systems. There is a need to pay more attention to the entangled changes in technological development, food production, as well as consumption and consumer demand. Consumer and market interest in alternative meat and milk products—such as plant based milk, plant protein products and cultured meat and milk—is increasing. At the same time, statistics do not show a decrease in meat consumption. Yet alternatives have been suggested to have great transitional (...) potential, appealing to different consumer segments, diets, and identities. We review 123 social scientific journal articles on cell-based and plant-based meat and milk alternatives to understand how the positioning of alternatives as both same and different in relation to animal-based products influences their role within the protein transition. We position the existing literature into three themes: promissory narratives and tensions on markets, consumer preferences, attitudes, and behavioral change policies, and the politics and ethics of the alternatives. Based on our analysis of the literature, we suggest that more research is needed to understand the broader ethical impacts of the re-imagination of the food system inherent in meat and milk alternatives. There is also a need to direct more attention to the impacts of meat and milk alternatives to the practices of agricultural practices and food production at the farm-level. A closer examination of these research gaps can contribute to a better understanding of the transformative potential of alternatives on a systemic level. (shrink)