Food labels are an important factor in determining purchases. The aim of the study was to discover consumer expectations regarding the labelling of products containing cultured meat. A comparative analysis was conducted on 1,286 consumers, taking food technology neophobia, customer innovativeness and health consciousness into account. The analysis is based on a series of Repeated Measures ANOVAs, which has made it possible to identify individual differences among consumers. We found a significant variation in terms of a level with which consumers formulate their judgment concerning the information that should appear on the packaging. We identified three groups of variables with different levels of expectation, where in-vitro is not the leading one. The results indicate that the placement of information about cultured meat on food labels may have a negative stigmatizing effect.