CEO of Meatly expresses ambition to demonstrate the potential of cultivated pet food as a mass market product
UK-Based Startup Meatly Pioneers Cultivated Pet Food
In a groundbreaking move, UK-based startup Meatly has set out to prove that the unit economics of cultivated meat can add up. Founded by Owen Ensor and Dr. Helder Cruz in 2021, the company has made significant strides in the cultivated pet food sector.
Meatly secured regulatory approval in the UK in July 2024, paving the way for commercial sales. The company launched a limited edition product at Pets at Home in February 2025. This approval reflects the comparatively simpler regulatory path for pet food versus cultivated meat for human consumption.
Meatly's approach emphasizes leveraging regulatory progress, targeting pet treats and specialty products, achieving cost efficiencies, and focusing on the strong emotional connection consumers have with their pets. The company has developed a patent-pending low-cost bioreactor and brought media costs down to 22p/liter.
The company's strategy is aligned with growing consumer interest in sustainability and pet health. The global pet food market is projected to grow at a 6.5% CAGR through 2035 to reach nearly $248 billion. Cultivated pet food presents a compelling alternative by aligning with consumer concerns about animal welfare and environmental impact.
Meatly has been funded by a mix of VC and strategic funding, with early support from Agronomics and more recent investment from DSM-Firmenich. Pets at Home was a key investor in the company.
Other companies, such as Biocraft and Friends & Family Pet Food Company, have also made strides in the cultivated pet food sector. Biocraft received approval to sell its wares in the EU in March 2025, while Friends & Family Pet Food Company secured approval in Singapore last month.
The product, "Chick Bites," was a collaboration with dog food brand The Pack and combined plant-based meat with a small amount of cultivated chicken. Attitudes towards cultivated meat are more enlightened in the UK and many other markets, but the culture wars around the topic are more prevalent in the US. The market opportunity for cultivated pet food is being questioned, but companies like Meatly are working to prove its potential.
- Meatly's strategic investment from DSM-Firmenich, alongside VC funding and key partnerships with pet retailers like Pets at Home, suggests a focus on finance as they strive to tap into the projected $248 billion global pet food market by 2035.
- As tech innovations in the food-and-drink sector continue to advance, companies such as Meatly are developing patent-pending low-cost bioreactors, streamlining production and potentially revolutionizing the lifestyle of pet owners who prioritize sustainability and pet health.
- Amidst the rising interests in investing in businesses that align with environmental considerations and animal welfare, startups like Biocraft and Friends & Family Pet Food Company, in addition to Meatly, are actively transforming the cultivated pet food sector on a global scale.
