Visual similarity to meat key to getting people to accept new products

Studies of consumers have indicated that meat substitute products that resemble the original meat will most likely have the highest chance of market success.

That’s where shear-cell technology comes in.

Up to now, meat substitutes can be made with approximately the same texture as chicken meat, but researchers hope shear-cell technology will put an end to dry and flavour-less mock meats, allowing them replicate the taste and texture of a juicy steak.