Focuses attention on basic problems of marketing communications regarding housewives' changing attitudes to synthetic meats and other food‐based innovations. Posits that much development is being done in Europe, the USA and other areas of the world, to try to produce high‐protein synthetic foods, usually forms of meat substitutes, by such as BP, Courtaulds, General Mills, ICI, etc., although the UK has made only small inroads in this sphere. Investigates, using tables for emphasis, influences, innovations and approaches to synthetic meat and housewives' views on these. Concludes, in spite of initial resistance, new developments will mean products will very soon resemble best meat in texture and further developments in the flavour and colour to the protein will make it difficult to distinguish real from imitation.