In 2013, amid mounting concerns around the environmental impact of beef, researchers at Maastricht University in the Netherlands were ready to show the world a prototype for the future. The lab-grown patty, unveiled at a London news conference, was made of millions of lab-grown cells cultured from stem cells extracted from a living cow. The burger was declared to be tasty, with a mouth-feel akin to meat, but was said to lack succulence. It cost an estimated €250,000 (around £212,000/$268,000) to produce; today, huge investment in the process has brought costs down to around €9 (just under £8/$10) per burger.