Like meat but hate animal slaughtering? Sigh of relief for non-vegetarians

Lab-grown. Cell-based. Clean. In vitro. Cultured. Fake. Artificial. Synthetic. Meat 2.0. These are all terms that refer to the same kind of food, one that’s not even on the market yet.

But the companies making it have already raised hundreds of millions of dollars worth of investor cash and the close attention of U.S. regulators. Rather than methodically slaughtering animals, this industry uses science to grow what it claims is essentially the same thing as traditional meat. Given the planetary damage wrought by mass-market animal husbandry, products of such cellular agriculture are seen by some as the meat of the future.

But what to name it, and getting people to eat it, is another matter altogether.

Crucial to public acceptance of any consumer product, of course, is branding. But no one can agree what to call this stuff.

Originally, there was a push for the label “clean meat.” This was seen as a better alternative to the more clinical “lab-grown meat,” said Bruce Friedrich, co-founder and executive director of the Good Food Institute, which lobbies for these new products. Read Complete Article

Business Standard