“Very firm, textured white flesh.” It is this which highlights the other significant difficulty for cultured meat - turning an amorphous mass of meat cells from the bioreactor into something that resembles a steak, or a fish filet.Back in Hong Kong, Avant has two pilot products. And it wasn’t bad. In April the European Parliament’s agriculture committee recommended the introduction of a ban on plant-based meat producers using such terms as “burgers” and “sausages”, although the proposal has not yet been debated or voted upon by the full parliament. Impossible Foods CEO Patrick Brown said the launch of the Impossible Burger in Walmart is a "very significant step" for the company, as the discount retailer is the biggest seller of meat in the U.S. Since Beyond Meat went public in May its valuation has more than quintupled, to $8.4bn.At the moment, the market for meat substitutes is tiny. “The biggest transformational change,” to redress the damage notes the FAO, “is the way in which we produce and consume food.”That is not all. As I cleared away, my little taste test had demonstrated both the improvement of plant-based meat - and how hard it is to fool the senses.The rise in global demand is driven, says Carrie Chan, founder of Avant Meats, by Asian consumers. They aim to outcompete the conventional meat industry. Afterwards, as the meat is eaten, the bite, texture, umami flavour and melting fats combine to give meat-eaters an experience that they know as “meaty”.This article appeared in the International section of the print edition under the headline "Fake moos"Euromonitor expects the market for meat alternatives in both Europe and America to double by 2022. If they are to succeed, they must be tastier, and cheaper too.We urge you to turn off your ad blocker for The Telegraph website so that you can continue to access our quality content in the future.Will changing habits and production methods mean the end for traditional meat-eating?We rely on advertising to help fund our award-winning journalism.The number of those around the world reducing their meat consumption, however, is dwarfed by the total increasing theirs. Analysts at Barclays, a bank, estimate that global sales of alternative meats could grow from 1% of the total market for meat to 10% over the next decade.Plant-based-meat firms are ramping up their research and development departments. Such has been the impact of Covid-19 that by the end of April John Tyson, chairman of Tyson Foods, America’s biggest meat company, remarked: “The food supply chain is breaking.”Establishing consumer trust, then is first of a series of steps to market dominance. But the horse was at the upper limit of what it could do. In June it joined the fray more directly, launching a range of plant-based “chicken” nuggets and “blended” burgers, made with both plants and animal meat, which it claims are healthier than the traditional kind.
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