One of the biggest marketing tools when it comes to new meat alternatives, especially lab-grown meat, is the "real meat without slaughter label". But just how true is it? Let's talk about @goodmeat and its "cultured chicken".

A new blog from Upside Foods confirms some of the reporting in mine and Joe Fassler's WIRED piece. I applaud this kind of transparency—but this should have been the default since the beginning. For a long time, that was not the case.

Upside Foods wanted you to think it was making breakthrough lab-grown chicken fillets in a futuristic factory. A WIRED investigation told a different story. wired.trib.al/e02KS4H