**4. Conclusion and Future Work**

This study was the first investigation into commercially available UK hybrid meat products, and the first preliminary exploration into consumers' attitudes towards hybrid meat products using online product reviews. The messages adopted by retailers to promote hybrid meat products have changed greatly since these products were first introduced to the market. The linguistic analysis showed that the most important themes related to hybrid meats were taste, followed by healthiness and convenience. There are still several gaps in the literature that need to be investigated. Future research should include both qualitative and quantitate studies developing the topic of hybrid meat products and further the understanding of its potential. It would be valuable to compare different socio-demographic characteristics and different nations to gather social and cross-country insights on this topic. For hybrid meat products not to be a fad, product development needs to be codesigned with consumers and carried out by teams of multidisciplinary professionals investigating recipe reformulations, sensory aspects and consumer attitudes simultaneously, in a more holistic approach.

**Author Contributions:** Conceptualisation, S.G. and S.J.; data curation, S.G. and S.J.; formal analysis, S.J.; investigation, S.G. and S.J.; methodology, S.G. and S.J.; project administration, S.G.; resources, S.J.; software, S.G. and S.J.; validation, S.J.; writing—original draft, S.G. and S.J.; writing—review and editing, S.G. and S.J. All authors have read and agreed to the published version of the manuscript.

**Funding:** This research received no external funding.

**Conflicts of Interest:** The authors declare no conflict of interest.
