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And the right term should be…
For Hallman, picking the right name is not a mere marketing exercise as it has to balance consumer perception and regulatory transparency.
“A name must align with public expectations and meet regulatory standards by being truthful and non-misleading,” he said.
Most importantly, consumers need to recognise that cell-based meat differs from traditional products but at the same time, those who may have allergies should acknowledge the conventional source of the cells as they’re probably going to be allergic to the cell-cultured version of that foodstuff.
Cell-based meat tries to closely replicate traditional meat in taste, texture, and nutritional value. “The real substantial difference is the process [to produce it],” the expert noted.
For him, ‘cell-based’ or ‘cell-cultured’ are terms that meet both regulatory and consumer needs, as opposed to more stigmatising terms like ‘fake meat’ or ‘lab-grown’ which are also widely used in Europe.
However, Hallman emphasised that unfamiliarity with the concept of cell-based meat remains a challenge. “Most consumers globally are not yet familiar with creating meat from cell cultures,” he noted.
“Ultimately, what consumers care about is whether the product is going to work for what I want it to work for,” he said giving them the right to make informed choices and not be misled and what he referred to as “consumer sovereignty”.
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Publish date : 2024-11-01 11:51:00
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