Rename and Rebrand Key to Success for Lab Grown Meats

by ParentCo. 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



ParentCo.

Author



Also in Conversations

father holding crying child
It's Normal for Kids to Feel Anger, Here's How to Help

by Mark Oliver

Processing anger can be difficult for children. Remember it's all part of the process. A child who wants to be a good person is going to be a good person.

Continue Reading

mom working out with child
5 Ways Working Out Makes Me a More Fit Parent

by ParentCo.

Exercise helps me be a better mom. I often apply the wisdom of the phrases I hear when I'm working out to the many parenting challenges I encounter.

Continue Reading

woman sitting looing sad
My Only New Year’s Resolution Is to Be Kinder to Myself

by ParentCo.

I now know there are steps I can take to change how I think, to find the true me again. That is why I am going to take better care of myself this year. In fact, that’s the only resolution I care to make. For both my own health, and as an important example to my kids, this year, I'm resolving to practice a kindness that starts from within.

Continue Reading