Today, Good Meat has announced that for the first time ever, cultivated meat will be sold at retail for shoppers to purchase and bring home to cook.
Good Meat partnered with Singapore’s Huber’s Butchery on the launch – a new, lower cost formulation using just 3% cultivated chicken while maintaining the same taste, texture and experience as conventional chicken.
The new product, named Good Meat 3, will be available in the freezer section of Huber’s Butchery for the remainder of 2024, and will be priced at SGD 7.20 (approx. $5.32) for a 120g package.
Good Meat 3 was developed to meet strong consumer demand for cell-based meat in Singapore, and to create opportunities for people to try it in the comfort of their own homes.
Using a smaller percentage of cultured chicken in combination with plant proteins, which have always been used in Good Meat’s cultivated chicken products, helps reduce production costs.
Good Meat says that sensory testing has “yielded exceptional feedback on measures such as taste, texture and appearance,” a result of the company’s patented production process as well as the simple recipe of plant proteins, cultivated chicken and seasonings to flavour the chicken.
Josh Tetrick, co-founder and CEO of Eat Just, the parent company of Good Meat, said:
“This is a historic day, for our company, for the cultivated meat industry, and for Singaporeans who want to try Good Meat 3. Before today, cultivated meat had never been available in retail stores for regular people to buy, and now it is.”
He continued: “This year, we will sell more servings of cultivated chicken than have been sold in any year prior. At the same time, we know there is much more work to be done to prove that cultivated meat can be made at large scale, and we remain focused on that objective.”
Good Meat 3 will officially launch tomorrow, 16 May, at Huber’s Butchery in Singapore, a premier producer and supplier of high-quality meat products. The butcher served Good Meat’s cell-based chicken to diners in its bistro throughout 2023.
Andre Huber, executive director of Huber’s, added: “Having the latest version of Good Meat 3 cultivated chicken available for retail is another step in this journey to make cultivated meat available to a bigger audience. People will have the opportunity to prepare the product the way they want and experience how it can fit in to their home cooked meals. We look forward to hearing feedback from our discerning customers so that we can work with Good Meat to continuously improve the product.”
Today's news comes on the heels of efforts in the US, where Good Meat is based, to restrict or ban cultivated meat production and sales. Earlier this month, Florida Governor Ron DeSantis signed a bill into law criminalising the sale of cultivated meat in that state, a move that threatens to curtail consumer freedom and hinder innovation.
In contrast, countries like Singapore and South Korea, which recently established a 'regulation-free zone' to foster innovation for cultivated meat and bio-tech firms, have embraced novel food technologies.
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