Throughout this study, the authors propose possible agreements among different food producers, in order to develop a new better conceived diet for the future generations, by using a coopetitive approach and game theory. Specifically, the authors shall consider food producers and sellers of vegan (respectively, vegetarian) and non-vegan (or non-vegetarian) food. The coopetitive approach used by the authors provides a mathematical game theory model, which could help producers of vegan food a simpler entry in the market and free significant publicity. Meanwhile, the model could allow producers of non-vegetarian food a smooth transaction to vegetarian and vegan production. In particular, authors propose an agreement setting among McDonald’s and Muscle of Wheat, because they think that Muscle of Wheat cannot enter a global market without the help of a large food producer already in the market. The game theory model represents an asymmetric R&D alliance between McDonald’s and Muscle of Wheat.
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