This thesis investigates how meat grown in a laboratory, known as cultured meat, is presented by three European start-ups that as of 2025 are awaiting approval to launch their cultured beef and pork products on the consumer market. An analysis of the digital marketing of MosaMeat, Uncommon Bio and Re:meat concludes that their products are presented as real meat, with an emphasis on technological production methods, and as compatible with regional dietary norms. The target audience is concluded to be younger, whiter, omnivorous adults who wish to consume meat products as part of a caring and environmentally conscious lifestyle.