Plant-based protein-rich food, cultivated meat and meat analogues are considered as a key component of a sustainable, secure, and just food system, as these foods enables a protein production with significantly lower resource consumption and CO2 footprint than traditional meat production. This project focuses on identifying and testing activities to boost acceptance and adoption in consumers’ diets  

Alternatives for traditional meat is high on the political, societal and research agenda. The alternatives include foods cultivated meat, meat analogues and plant-based protein-rich food. The alternatives are suggested as key components of a sustainable, secure, and just food system, as food produced based on cell-cultures and plant enables a protein production with significantly lower resource consumption and CO2 footprint than traditional meat production. Consumers’ acceptance and familiarity with these products are however varying; with some products being completely unfamiliar, other products novel, and yet some familiar but not necessarily adopted in the habitual diet. Crucial for the success of such product is acceptance/usage by consumers. 

The current project aims to identify and test means to boost acceptance of sustainable protein-rich products among consumers.