The Branding Challenge Of Fake Meat

More proof came in recently that we are living in bizarre times. The Food and Drug Administration (FDA) has officially given its approval for the sale of “cultivated meat” a.k.a. “lab-grown meat” a.k.a. “cultured meat.” Since the technology originated in 2013, it’s now being mass-produced in Israel and the first lab-grown meat was offered to diners in Singapore in 2021 at a restaurant called 1880. (Coming soon to a restaurant called 1984, perhaps…)

In the past decade, it’s been called a lot of names; healthy meat, slaughter-free meat, in-vitro meat, vat meat, clean meat, and synthetic meat.

The process involves stem cells of animals and generating tissue in vats, then processing into burgers, chicken patties, and seafood products. Proponents say we need “cultivated meat” to combat climate change and population growth. It’s clean and healthy. Opponents say it takes more energy to make lab meat than it saves and some wonder what effect it will have on the human body and digestive system.

I cannot imagine a bigger brand challenge for this industry. First of all, the name. You can’t brand an industry that doesn’t know what to call itself. Secondly, the future of “synthetic meat” will be short if the public doesn’t buy it or eat it. Beyond Meat branding has been great. I don’t eat the stuff, but I admire how they owned the color green in the branding and the logo is awesome. They put a cape on the cow that looks like a leaf. Brilliant. National chains offered “Beyond Burgers” and “Impossible Burgers” (from chief rival Impossible Foods) and sales were brisk in the first few years. However, inflation and the end of COVID have been contributing factors in an 81% stock price slide for Beyond Meat and sales of Impossible Burgers at Burger King have fallen off a cliff. Seems neither brand can shake off the “fake meat” label, given to them by the media.

Branding has to be authentic. It can’t be “fake.” That’s rule No. 1 in our biz. I don’t know how you do that for the “cultivated meat” industry. Will the media also label it “fake meat?” Will consumers try it or buy it? This might be the greatest branding challenge of our time. 

So, my question for you is, “would you buy ‘cultivated meat’ if you saw it on sale at Kroger?” As always, we love to get your feedback.