CEO of Meatly expresses ambition to demonstrate the potential of cultivated pet food for a wide market audience
The cultivated pet food market, a burgeoning segment within the pet food industry, is poised for significant growth. With the global pet food market projected to expand at a 6.5% Compound Annual Growth Rate (CAGR) through 2035, reaching an estimated $247.7 billion, the UK and Western Europe are identified as fast-growing regional markets [1].
Among the UK-based startups leading this charge is Meatly, a company specializing in cultivated pet food. Although specific investment details for Meatly are not extensively documented, the UK's supportive environment for cultivated meat development is evident. Initiatives such as the UK Food Standards Agency’s regulatory sandbox, which has attracted at least eight companies, including Mosa Meat, and received £1.6 million in funding to expedite cultivated meat authorization processes, underscore this supportive climate [2][4].
Innovation in the pet food industry is being driven by sustainability and health trends, with major companies investing in alternative proteins and cultivated ingredients to cater to consumer demand for ethical and functional pet nutrition [1]. The growing organic and specialty pet food sectors, with a projected 7.6% CAGR through 2025, indicate a willingness among consumers to pay more for premium, health-focused options, potentially benefiting cultivated pet food products as they scale [3].
Regulatory approval for cultivated meat products, while secured in countries like Singapore and the U.S., is still in progress in the UK and EU, with expected times of 18 months or more for novel proteins to receive clearance, which affects the timeline for market entry for cultivated pet food products [4]. However, growing consumer acceptance, particularly among younger demographics, for cell-cultured meat suggests a receptive eventual market for cultivated pet food [2].
Meatly, as a UK startup in this space, is well-positioned to benefit from these trends. The company is working with a robust cell line for chicken cultivation and has secured regulatory approval in the UK in July 2024 [5]. Meatly's CEO, Owen Ensor, claims that the firm has brought media costs down to 22p/liter [6].
To scale up, Meatly is currently fundraising to raise £15 million ($20 million) and is considering three options to build an industrial facility: debt financing, partnerships, or licensing their technology [7]. The company has developed a patent-pending low-cost bioreactor in-house and aims to work with meat processors, pet food manufacturers, and everyone in the food chain to help create sustainable, healthy, and kind solutions [8].
Meatly has received strategic investments from Pets at Home, DSM-Firmenich, and Agronomics, and has launched a limited edition product, "Chick Bites," in collaboration with dog food brand The Pack in February 2025 [5][9]. Biocraft has also received approval to sell its cultivated pet food in the EU in March 2025, further demonstrating the potential of this market [10].
In summary, the market potential for cultivated pet food in the UK is promising, driven by strong overall pet food market growth, regulatory support for cultivated meats, and rising consumer demand for sustainable and novel pet nutrition options. Meatly, as a UK startup in this space, is well-positioned to benefit from these trends, with plans to scale up and collaborate with various stakeholders in the food industry.
- In the UK, the lifestyle and finance sectors are aligning to support startups like Meatly, as they innovate in the food-and-drink industry, specifically cultivated pet food.
- With the increasing interest in technology and businesses focused on sustainable and ethical food alternatives, investors such as Pets at Home, DSM-Firmenich, and Agronomics are recognizing the potential of companies like Meatly.
- While the process of investing in and scaling up businesses like Meatly can be complex, with needs for fundraising and strategic partnerships, the growth potential in the burgeoning cultivated pet food market makes it an attractive area for business and investing.
