Clive Phillips and Matti Wilks report via ScienceAlert: In a recent survey, published this month in PLOS One, we investigated the views of people in the United States, a country with one of the largest appetites for meat and an equally large appetite for adopting new technologies. A total of 673 people responded to the survey, done online via Amazon Mechanical Turk, in which they were given information about in vitro meat (IVM) and asked questions about their attitudes to it. Although most people (65 percent), and particularly males, were willing to try IVM, only about a third said they would use it regularly or as a replacement for farmed meat. But many people were undecided: 26 percent were unsure if they would use it as a replacement for farmed meat and 31 percent unsure if they would eat it regularly. This suggests there is scope to persuade consumers that they should convert to IVM if a suitable product is available. As an indication of this potential, 53 percent said it was seen as preferable to soy substitutes. The biggest concerns were about IVM's taste and lack of appeal, particularly in the case of meats seen as healthy, such as fish and chicken, where only two-thirds of people that normally ate them said that they would if it was produced by in vitro methods. By contrast, 72 percent of people who normally eat beef and pig products would still do so if they were produced as IVM.