From Curiosity to Confidence: Developing effective messaging for products made with precision fermentation

Precision fermentation has the potential to produce food ingredients such as proteins and fats in new ways, but the success of these products will depend on whether consumers are willing to choose them. The report, From Curiosity to Confidence: Developing effective messaging for products made with precision fermentation, explores what consumers think about precision fermentation, what questions and concerns it raises, and how its benefits can be communicated in ways that feel relevant and credible.

Across the study, the report recommends focusing on tangible benefits that consumers can experience, such as flavour, texture or nutritional value, while clearly explaining what precision-fermented ingredients are and how they are produced. It also cautions against positioning new products primarily as replacements for familiar favourites, as this can invite comparisons that are difficult for an unfamiliar product to meet.

The report is designed to support food manufacturers, brands, retailers and other agrifood stakeholders in understanding how consumers respond to precision fermentation and how clearer, product-specific communication can help move consumers from curiosity towards confidence.

If you would like to find out more about this report, please get in touch via co@eitfood.eu.

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