Where does food tech fit into the ‘natural’ and ‘clean label’ trend?
Consumers are not [yet] aware of the science that goes into a product like the Impossible Burger. Do consumers understand the bioengineered yeast that’s used to make heme? They don’t. The question is to what extent will consumers say, well I’m not sure about that, but I really like the value proposition of what this brand stands for. Dr Rachel Cheatham, FoodScape Group
