Rename and Rebrand Key to Success for Lab Grown Meats

by Parent Co. September 06, 2016

For years, food technology companies have referred to their products as “cultured” or “lab-grown,” but as these new businesses start to make a first foray into the public eye, they are also pushing ideas that may make people uncomfortable—such as meat grown in labs.

To get over that, there’s a push to coalesce around a new term: “clean food.”

By opting for this terminology, the industry hopes to better communicate to people the ethos behind their products, rather than the actual processes (which often do occur in a laboratory) used to deliver them to the kitchen table.

Research suggests the biggest influence on a person’s opinion of a particular food is how they “expect” it will taste. Giving fun, enticing names to healthy foods increases the desire to try them. Why not call broccoli “broccoli bites” or carrots “X-ray vision carrots?” Renaming foods to make them sound more appealing resulted in an increase in the sale of vegetables in the school cafeteria by 27%.

Source: To lure people put off by the freakiness of lab-made meat, the industry wants to call it "clean food" — Quartz



Parent Co.

Author



Also in Conversations

The Best Predictor of Success, According to Science

by Parent Co. May 10, 2021

We want to set children up on a path towards success later in life. What contributes to a person’s success in the long-term?

Continue Reading

drawing of a person on the forest covered with snow
7 Picture Books That Help Kids Cope With Tragedy

by Jennifer Garry May 10, 2021

These books deal with topics like fear, loss, and separation anxiety in subtle ways, but can serve as great conversation starters.

Continue Reading

How to Talk About Sex: Early, Often, and in Small Doses

by Pam Moore May 10, 2021

We are sexual beings from the moment we are born. So, why is it so hard for so many parents to talk to our kids about sex and sexuality?

Continue Reading