In Europe's Meat-Rich Culture, Lab-Grown Proteins Need A Rebrand

In Europe's Meat-Rich Culture, Lab-Grown Proteins Need A Rebrand

7 Mins Read There’s a reason why meat is at the heart of the culture wars – for cultivated proteins to succeed, companies need to tap into consumers’ emotions. After four successive years of declining consumption, Europeans began eating more meat in 2024, with average annual intake reaching 66kg per person. That’s over four times more than what’s recommended by Eat-Lancet’s Planetary Health Diet guidelines. The reason why meat is so revered in E…