The global food system faces pressing challenges, including environmental degradation, resource scarcity, and ethical concerns surrounding conventional meat production. Cultured meat has emerged as a potential solution, promising to address sustainability, food security, and animal welfare issues. However, its future remains uncertain due to conflicting sociotechnical imaginaries—collective visions of desirable futures and how science and technology shape society.

This study examines the imaginaries of both proponents and opponents of cultured meat within the European Union (EU), exploring how these visions influence present-day actions, governance, policy, and the broader protein transition. The research reveals that competing imaginaries shape the discourse on cultured meat. Proponents emphasize economic opportunities, food security and sustainability benefits, and the potential to create a cruelty-free food system. They argue that cultured meat can reduce greenhouse gas emissions, limit land-use change, provide a stable protein source amid growing global demand, and increase European competitiveness. In contrast, opponents frame cultured meat as a disruptive force that threatens socio-economic stability, cultural traditions, and sustainability. They highlight concerns over monopolization, regulatory uncertainties, health and environmental impacts, as well as effects on culture and farming traditions.

Despite these opposing views, governance solutions are actively being debated. Proponents advocate for favourable regulatory frameworks, public investment, and incentives to accelerate commercialization. Opponents, however, call for strict labelling laws, potential bans, and policies that protect traditional farming communities. The EU’s Novel Food Regulation plays a critical role in determining whether cultured meat gains market access, with some Member States considering national restrictions.

The findings suggest that the trajectory of cultured meat will depend on which imaginaries gain political and social dominance. While technological advancements and regulatory approvals may pave the way for its adoption, acceptance remains a key challenge influenced by differing sociotechnical imaginaries, their values, and interests. Understanding these competing visions can help policymakers navigate conflicts, design effective governance mechanisms, and ensure a balanced approach to food system transformation. Cultured meat represents both a disruptive innovation and a contested technology. As stakeholders negotiate its role in the future food system, addressing ethical, environmental, and economic concerns will be essential for shaping a sustainable and inclusive protein transition in Europe.