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It's been eight years since cultivated meat's first proof-of-concept;; but lab meat has not quite gone mainstream yet. University friends Cai Linton;; Kevin Pan and Reka Tron are on a mission to speed that up. The trio formed Multus Media;; a startup that aims to break the lab-grown meat sector's reliance on fetal bovine serum. \"Cultivated meat really was the holy grail for moving away from what is a very broken system with industrial farming;; and creating something where everybody can still have the same burger that they know and love today;; but without the same impact on the environment;;\" Linton;; Multus chief executive;; told Insider. The lab-grown meat sector has gone through immense growth in recent years with around $366 million raised by companies in the sector last year;; according to The Good Food Institute (GFI);; a charity focused on meat and dairy alternatives. For comparison;; companies in the sector raised $60 million in 2019. To grow meat in a lab;; stem cells are taken from the animal and mixed with a cocktail of nutrients and proteins in \"huge casks\" that look more like a brewing process than a farm. This can be scaled up to mass produce meat alternatives including beef;; chicken and seafood. Linton said he \"very quickly realized\" that the core challenge in taking this mainstream was the cost of production;; and at the bottom of that was the cost of growth media. Growth media refers to the liquid mixture of nutrients;; fats;; and salts that are fed to cells to make them grow. Currently;; cow fetus blood;; or fetal bovine serum;; is commonly used for cultivated meat. According to Wired;; a liter of serum can cost up to $965;; meaning a piece of meat the size of a burger costs thousands of dollars to produce. Funded by their winnings from successful science competitions;; Linton;; Pan;; and Tron began experimenting with their own serum in 2019. In March 2020;; what started as a university project was incorporated as Multus Biotechnology;; now known as Multus Media. The founders;; who believe their flagship product Proliferum M offers a \"true replacement\" to fetal bovine serum;; have just raised a £1.5 million ($2.1 million) seed round to get to market by the end of the year. Linton expects Proliferum M;; which is animal-free;; to enable companies to grow cultivated meat at competitive costs;; making it a viable alternative to industrial farming. The recipe is currently being perfected;; with the startup looking at its ingredients and how they are made in efforts to drive down costs without compromising efficiency. The company bagged investment from SOSV;; which runs the IndieBio development program for life sciences startups that Multus took part in;; and UK-based Zero Carbon Capital;; which exclusively invests in startups tackling climate change. Other backers include Australian family office Marinya Capital and angels Sake Bosch;; of Prime Ventures;; and biomedical CTO Alvaro Martinez Barrio;; together with an equity-free grant of £106;;000 ($145;;700) from the UK Research and Innovation Council. Multus saw an earlier cash injection of $250;;000 at pre-seed;; and over 50 people have reached out to the startup for a serum sample. Take a look at the redacted pitch deck the startup used:", "displayName": "Multus Lab", "publishDate": "2021-07-27", "roundSeries": "pre_seed", "articleTitle": "This startup wants to end lab-grown meat's reliance on cow fetal blood. 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