15 November 2017
Author: Maks Fus-Mickiewicz
The in-vitro meat industry could hit back by arguing that its product is cleaner and leaner. Meat could be modified to match a customer's palate, or be engineered to be more nutritious. Dr Koert van Mensvoort, director of the Next Nature Network and co-author of the In Vitro Meat Cookbook, even suggests that we could dine on the flesh of celebrities grown from swabbed cells. Fancy a bite on a Kim Kardashian rump steak anyone?
Still others will argue that in-vitro is not Kosher, Halal or even Christian. The closest product on the market that offers an absolute guilt-free experience is The Impossible Burger. The research and development team have worked extensively to mimic everything from the smell to the texture of a bleeding burger using nothing but plant proteins. This places The Impossible Burger closer to the fake meats category than cultured meat.
Ultimately, with food it all comes down to taste. While some vegan consumers may revel in the opportunity to feast on fake BBQ chicken wings for the first time in years, others will baulk at the thought of substitute beef grease lining their upper lip. If brands can perfect the recipe perhaps customers will keep coming back for more. For now, though, the best strategy is to keep products as guilt-free as possible – eliminating barriers to entry by addressing consumers’ ethical, societal and environmental concerns as best as possible.
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