GTAC is a meat product grown in a lab – cultured not culled, grown not born, it’s good for the planet and the palette. But making this taste-of-the-future dish appealing to the modern consumer was one of our greatest challenges yet.
Our approach leveraged the benefit of creating many (dishes) from one (sample). With a visual nod to DNA sequencing, and a brand name that’s a play on ‘GATC’ – the letters used to reference our DNA sequences, we hoped to guide consumers towards the sustainable potential of cultured meat.