What is meat? It's one of the biggest questions in the food world, and tech startups are posing surprising new answers. "There’s coconut meat, there’s beef, there’s pork, there’s all kinds of different types of meat", says Nick Halla, of plant-based disrupters Impossible Foods. They claim to emit 89% less greenhouse gas in their meat alternative production, using 96% less land to create a burger that many can't tell apart from the real thing. But is it meat if it doesn't come from an animal? "We want truth in advertising… we don’t want them to use the word ‘beef’”, says one Missouri cattleman. Many US states have followed suit, protecting the multi-billion dollar cattle industries by passing laws which ban ‘new meat’ being marketed as ‘meat’. With plant-based alternatives well established, the next revolution looks to be cell-based. "How much is the chicken nugget? We say roughly around $100 right now", says Josh Hyman of JUST Inc, holding a lab grown nugget. It's out of reach for now, but in three years we could be eating sausages grown from the cells of a living pig.