The adoption of cultivated meat in US food culture has hit another snag. On September 1, 2025, a new Texas state law went into effect banning the sale of cultivated meat in the state. Two cultivated meat companies, Wildtype and UPSIDE, have sued Texas over Senate Bill 261, which bans the sale of cultivated meat in the state for two years and imposes penalties of up to $25,000 per day and up to a year in jail.1
The lawsuit argues the ban is unconstitutional under the Commerce Clause and the Supremacy Clause. Texas is now the seventh US state to pass a law banning cultivated meat, joining Alabama, Florida, Indiana, Mississippi, Montana, and Nebraska.
Consumer desire for protein
Meat is an important aspect of consumer food culture as the desire for protein continues to grow unchecked. In 2025, 75% of US consumers are actively adding or increasing protein in their diet. This represents a 12-point increase since 2023.2 Consumers also believe in individualized approaches to eating, with 83% agreeing that diets should be personalized to meet individual health and wellness needs. It is, therefore, no surprise that 61% tried a specific eating approach in the past year. Having a multitude of options to discover and explore is essential to consumers’ engagement in both health and wellness culture and food culture, and innovation is critical for feeding consumers’ pipeline of options.
Food tech innovation awareness and receptivity
A significant proportion of US consumers have reported interest in food technology innovations as a means of finding healthier and more sustainable diets. In fact, 67% of consumers agree we need to find ways to meet society’s nutritional needs with fewer resources like energy, water, or carbon, and 60% agree scientific and technological innovations can make food healthier.3 In 2023, 70% of consumers were aware of cultured meat and 41% said they are somewhat/very likely to try it. However, with state laws banning the sale of cultured meat, not all consumers may have the chance to try cultured meat.
Key takeaway
Ultimately, US consumers enjoy their freedom to choose what they eat, and they appreciate discovery and exploration in the pursuit of their ideal diet and lifestyle. Governments that attempt to restrict consumer choice will likely meet resistance, not just from the companies that provide alternatives to conventionally produced foods/beverages, but from the very consumers that they are supposed to represent.
Sources:
1. Cultivated meat innovators UPSIDE and Wildtype sue Texas over new law. Food Navigator, September 2025
2. Health and Wellness 2025: The interplay of vitality and longevity. Hartman Group, March 2025.
3. Food and Technology 2023. , Hartman Group January 2024.