The new study, carried out by the Singapore Management University (SMU) and published in the Journal of Environmental Psychology, collected the thoughts of 10 meat-eaters who have tried cultivated meat, and 10 who haven’t. When asked what term they prefer to see it described as, ‘cultivated meat’ came out on top and was the term most strongly associated with positive attitudes towards these novel proteins. In order of preference, the other terms were ‘lab-grown’, ‘animal-free’, ‘cultured’ and ‘clean’ – the more literal ‘cell-based’ was the least favoured.

Source: For Singaporeans, ‘Cultivated’ Meat Is the Most Preferred Term