Meat industry compares meat substitutes to dog food

I'd be interested in the legal opinion clearing this full-page NYT ad: with a case out there saying that people expect dog food to be less appealing than human food, and other disparagement related precedents, this is an aggressive strategy.  (And seems a little desperate to me, but then again I've been a vegetarian for decades.)

Spoiler: the meat substitute is on the left. My spouse got it because of the beet juice added to the meat substitute; I got it because of the minerals added to the dog food.