A Comparison of Cell-Based and Cell-Cultured as Appropriate Common or Usual Names to Label Products Made from the Cells of Fish

ABSTRACT Using an online experiment with a nationally representative sample of 1200 adult American consumers, two “common or usual names,” “Cell-Based Seafood” and “Cell-Cultured Seafood,” were assessed using five criteria. Displayed on packages of frozen Atlantic Salmon, the names were evaluated on their ability to differentiate the novel products from conventionally-produced fish, to identify their potential allergenicity, and after learning its meaning, to be seen by participants as an appropriate term for describing the process for creating the product. In addition, the names were evaluated as to whether they would be interpreted as disparaging of new or existing products, and whether they elicited reactions contrary to the assertion that the products are nutritious, healthy and safe. The results confirmed earlier research showing that “Cell-Based Seafood” slightly outperformed “Cell-Cultured Seafood” as a common or usual name. Labeling products with the term “Cell-Based Seafood” meets important regulatory criteria by enabling consumers to distinguish such products from conventional seafood products, and by indicating the presence of allergens. From a marketing perspective, “Cell-Based” is also viewed as an appropriate term for describing the process for producing the products, meeting the criteria for transparency. Consumers also had more positive reactions to “Cell-Based Seafood” and were slightly more inclined to want to taste and purchase “Cell-Based” products both before and after learning the meaning of “Cell-Based” and “Cell-Cultured.” Therefore, “Cell-Based Seafood” should be adopted as the best common or usual name to label cell-based seafood products. Practical Application Widespread adoption and consistent use of a single “common or usual name” for “Cell-Based” seafood, meat, poultry and other products by the food industry, regulators, journalists, marketers, environmental, consumer, and animal rights advocates, and other key stakeholders would help shape public perceptions and understanding of this rapidly advancing technology and its products. This study confirms that “Cell-Based Seafood” is the best performing term to label seafood products made from the cells of fish. It meets relevant FDA regulatory requirements and slightly outperforms “Cell-Cultured Seafood” with regard to positive consumer perceptions, interest in tasting and likelihood of purchasing these novel products.