Growing interest in plant-based diets helped the market for ‘imitation meat’ grow by 23% between 2017 and 2018, yet there’s still confusion over what’s in these products. With the majority of Americans finding product labels confusing, how are brands making alternative meats easier to digest?

Wild goose meat is being sold across Scotland after an explosion in the greylag goose population necessitated a cull. High-end restaurants are offering the meat as a fuller-flavoured alternative to farmed meat, giving diners a farm-to-table experience that’s also sustainable.

Research shows people's desire for meat increases when they perceive their socioeconomic status to be low. Despite the growing awareness of the impact of meat consumption on health and climate change, people can’t help but still see meat as symbolic of status.

Australians may love their meat, but they are not yet sold on the idea of lab-grown alternatives, with just half saying they would try it. It ticks all the boxes for environmental concerns, animal welfare and even taste, but the one final hurdle to overcome is the mystery of the science itself.