Most meat alternatives kinda suck. Why? They're missing the single most important ingredient for flavor: Fat In "Europe's Most Ambitious Startup" latest episode I visit @HoxtonFarms They're not growing meat, but real pig fat in a lab to make meat alternatives delicious ↓

It's a brilliant insight. Lab-growing structured muscle is complex, expensive and hard to scale. Cultivating fat is much simpler. As their founder says, "you don't have to go to the gym to get fat." They bypassed the hardest part to build something technically feasible today.

How? They take a few animal cells & grow them in bioreactors (robot pigs 🐷) Which leads to the obvious next question. Is lab-grown fat vegetarian?

They aren't trying to convert vegetarians. They're making an alternative for meat-eaters who want a better, more sustainable option without compromising on taste. I spent a day at their labs in London to get the full story. Watch the full video here:

I am doing the series "Europe's Most Ambitious Startup" to show the real thing. No PR fluff. Real teams, real labs, real prototypes, real workshops of companies that can become #1 worldwide – right here in Europe. Generation-defining tech, without the cringe TV drama, nor podcast fakeness. You can subscribe here: – Thanks for your support!