REHOVOT, ISRAEL — The cultivated meat company formerly known as Future Meat Technologies announced a rebranding and a change of name to Believer Meats, effective immediately.
“Our name change speaks to our confidence in our mission to make it possible for all future generations to eat meat,” said Yaakov Nahmias, president, founder and chief science officer of Believer. “Our team has created a revolutionary technology that blazed ahead of the field in terms of cost, safety and product experience. While cultivated meat has its skeptics, we believe in demystifying the technology and critically demonstrating that there is a better way to produce meat through open science and innovation.”
The new brand was developed by the company in collaboration with branding and design agency Red Antler. Intentionally bold, the Believer brand uses deep blues to call on the culinary focus of the company while standing out against green plant-based brands and red-hued meat brands.
“People are biologically conditioned to crave meat, but the conventional ways meat gets made today make it difficult to feel good about eating it,” said Nicole Johnson-Hoffman, chief executive officer of Believer. “Our company rebranding to Believer embodies the course we’ve charted to build a better future of meat production. Our evolution from a biotechnology startup to a consumer-driven food technology company is a milestone on the pathway to broad adoption of cultivated meats and, importantly, signals that we're nearing commercial launch.”
The introduction of the new branding follows a series of developments within the company.
In 2021, Believer opened a cultivated meat production line in Israel. Most recently, Believer announced the launch of its first cultivated lamb product in August 2022. The food manufacturer expects to break ground on its new commercial-scale US production facility in 2023.