> Most people don't even realize it's not meat.

Except that it is indeed meat. It contains a Soy filler in addition to the meat, but it is meat.

Straight from the Jack's mouth[1]:

    Taco, Regular Filling Ingredients: Beef, Chicken, Water, Textured Vegetable Protein (Soy Flour, Caramel Color), Defatted Soy Grits, Seasoning... etc

[1] http://assets.jackinthebox.com/pdf_attachment_settings/108/v...