Abstract/Summary

There is a growing interest in flexitarian diets, which has resulted in the commercialisation of new hybrid meat products, containing both meat and plant-based ingredients. Consumer attitudes towards hybrid meat products have not been explored, and it is not clear which factors could affect the success of such products. This study is the first to overview of the UK hybrid meat product market and to explore consumer’s attitudes towards hybrid meat products in 201 online reviews, using tools and techniques of corpus linguistics (language analysis). In the positive reviews, consumers emphasised the taste dimension of the hybrid meat products, seeing them as healthier options with good texture and easy to prepare. The negative reviews related to the poor sensory quality and not to the concept of hybridity itself. Using a multidisciplinary approach, our findings revealed valuable insights into consumer attitudes and highlighted factors to consider to market new hybrid meat products effectively.