Formo, Europe's leading precision-fermentation company, has partnered with SMU to examine consumer demand for precision-fermentation egg consumers products. The study 'Not getting laid: consumer acceptance of precision fermentation made egg', was conducted by a Formo Bio GmbH researcher, and SMU Professor of Communication Management Mark Chong, Professor of Psychology Angela Leung, Research Fellow Tricia Marjorie Fernandez and Psychology PhD student Shu Tian Ng. The findings of Formo's research suggest that lab-brewed egg products are likely to find an enthusiastic market, with a substantial percentage of participants expressing a willingness to try the products. Prof Chong, SMU's lead researcher on the project, said, "Cellular agriculture has the potential to revolutionise the way we produce and consume protein, addressing the environmental and ethical concerns associated with traditional animal agriculture. Seeing appeal across the continents demonstrates cellular agriculture's capacity to create not a localised, but a global food system shift."