CEO of Meatly discusses cultivated pet food, aiming to demonstrate its viability for mass consumption
UK-Based Startup Meatly Pioneers Cultivated Pet Food
In the rapidly evolving world of pet food, a new player is making waves: Meatly, a UK-based startup that has set its sights on revolutionizing the industry with cultivated pet food.
Meatly, founded by Owen Ensor and Dr. Helder Cruz in 2021, has made significant strides in developing a low-cost bioreactor, bringing media costs down to a remarkable 22p/liter. This innovation could potentially revolutionize the pet food industry, making cultivated meat a more affordable and sustainable option.
The startup's first product, "Chick Bites," was a collaboration with dog food brand The Pack. This innovative product combined plant-based meat and a small amount of cultivated chicken, marking a significant step forward in the cultivated pet food market.
Meatly secured regulatory approval in the UK in July 2024 and launched a limited edition product at Pets at Home in February 2025. The company's strategic partnership with Pets at Home, a leading pet retailer, is a testament to its potential and the growing interest in sustainable, high-quality pet food options.
Meatly's immediate focus is raising sufficient funds to prove out the technology at a 20,000-L scale. The company has received funding from various sources, including Agronomics and DSM-Firmenich, and aims to work with various stakeholders in the food chain to provide sustainable, healthy, and kind solutions.
While the cultivated pet food market is currently smaller than traditional pet food markets, it shows significant growth potential. Regulatory breakthroughs, increasing consumer demand for sustainable, antibiotic- and hormone-free ingredients, and alignment with broader trends in human food towards cultivated meats are driving this growth.
In contrast, traditional pet food markets continue to grow robustly. The organic pet food market, projected to reach almost $31.83 billion by 2029, and the frozen and freeze-dried pet food market, expected to reach approximately $148.15 billion by the same year, are prime examples of this growth.
However, cultivated pet food, while not yet quantified with exact market size figures, is positioned within the innovative and sustainable ingredient trends in pet food that are transforming established sectors. Its growth potential stems from its ability to meet the demands of a growing number of consumers seeking sustainable, high-quality, and ethical pet food options.
In summary, while the cultivated pet food market is currently small, it has significant growth potential and could disrupt traditional protein sources over the next decade. Meatly is at the forefront of this revolution, aiming to provide sustainable, healthy, and kind solutions to pet owners worldwide.
| Market Segment | Market Size (2024-2025) | CAGR (%) | Notes | |---------------------------------|-----------------------------------|-----------------|-----------------------------------------------| | Cultivated Pet Food | Emerging, early-stage | Not explicitly stated, high potential | Regulatory approval and launches beginning, nutritionally promising [3][5] | | Organic Pet Food | $22.42B (2024) → $24.12B (2025) | 7.6% | Growing consumer health awareness, premium pricing[1] | | Frozen & Freeze-Dried Pet Food | $95.68B (2024) → $104.68B (2025) | 9.4% | Large, fast-growing premium segment[2] | | Prescription Pet Food | $1.14B (2025) → $2.28B (2033) | 7.95% | Specialized segment growing with vet demand[4] |
[1] MarketsandMarkets [2] Allied Market Research [3] FoodNavigator-USA [4] Grand View Research [5] Meatly Food Company
- Meatly's innovation in bringing down media costs could potentially revolutionize not only the pet food industry but also the broader realm of finance, as cultivated meat could become a more affordable and sustainable option for both pet owners and investors.
- In line with the tech-savvy, health-conscious, and eco-friendly trends in lifestyle, Meatly's cultivated pet food strategy aligns well with the growing interest in food-and-drink products that prioritize sustainability, health, and ethical considerations.
- As an extension of its focus on sustainable ingredients, Meatly's business model could inspire further collaborations and breakthroughs in the technology sector, as the cultivated pet food industry might experiment with alternative production methods and digital platforms to streamline and optimize the food supply chain.
