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The yuck factor is decidedly still a factor but the "in vitro meat" movement is picking up speed.

Sparked by long-standing concerns about the livestock industry's impact on animal welfare and the environment, American and European research into lab-grown meat has attracted interest (and more importantly, money) from both PETA and venture capitalists.

"For people who care about animals this would be the best innovation in the history of the world," PETA's Bruce Friedrich told ABC News.

Researchers have been trying to engineer authentic tasting meat from Petri dishes for years. Now they're hoping to enhance its nutritional elements as well.

"Most people try to imitate natural meat - it must be the same taste, texture, structure. What I want to say is that we can create better than nature - not just food, but a 'nutraceutical,'" said Dr. Vladimir Mironov, a leading researcher in the field at the Medical University of South Carolina.

"You can enhance your brain power, you can enhance your immune system, you can reduce your body weight," he said.

To make cultured meat, scientists have animal cells grow in a blend of plant-based nutrients. Far more complicated than the science will be selling lab-grown meat to steak loving guys, a feat akin to getting them excited about tofu.

"Hopefully we'll come up with a more appealing way to refer to it than in vitro meat," said PETA's Mr. Friedrich.

With a slicker marketing campaign, he believes "it's going to be a no-brainer for people."

Dr. Mironov said he would initially try to woo celebrities with his super meat - hear that, Gwyneth? - and then introduce the concept to regular humans.

Would you switch to test-tube meat if it became widely available? Why or why not?

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