Mars Petcare, Big Idea Ventures select next generation pet food startups

The 2025 Next Generation Pet Food Program will support companies developing biotech-based ingredients, essential nutrients and circular feed innovations.

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Mars Petcare and Big Idea Ventures, with partners AAK, Bühler and Givaudan, have selected three startups for the 2025 Next Generation Pet Food Program. The program supports technologies in biotech-based ingredients, essential nutrients and circular feed innovations.

The 2025 program received 165 applications from 39 countries, with nearly half from Asia. A multistage selection process evaluated innovation, scalability, sustainability impact and commercial potential.

Elisabetta Pierangelo, global vice president R&D, Mars Pet Nutrition said reimagining the future of pet food demands bold innovation. 

"Each of the startups bring cutting-edge solutions to the pet food industry, delivering solutions that can reduce environmental impact and address concerns about ingredient accessibility and security," Pierangelo said. "I'm eager to witness the breakthroughs these forward-thinking partnerships will deliver."

Selected companies

  • ALT-PRO Advantage, a Canadian company, uses illuminated fermentation to produce essential nutrients including taurine and arachidonic acid from microalgae for pet food and other applications.
  • Seaqure Labs, a Swedish company, develops fungi-based aquafeed ingredients by upcycling industrial sidestreams via mycelium.
  • Terramatter, an Indian company, uses industrial side streams and emissions to produce functional ingredients through fermentation for plant-based meat, pet food, aquafeed and supplements.

The startups will receive mentorship, access to research and development facilities, and partnership opportunities with Mars Petcare, Big Idea Ventures, AAK, Bühler and Givaudan.

"Pet nutrition is evolving through science and sustainability; these startups are driving that transformation," said Andrew D. Ive, founder and general managing partner at Big Idea Ventures. "At Big Idea Ventures, we help founders turn big ideas into global breakthroughs by working with Mars Petcare and our partners around the world. Together, we will work to develop innovative ingredients that have a more positive impact on pets, people, and the environment."

The program will conclude at the Asia-Pacific Agri-Food Innovation Summit in Singapore, November 4-6, 2025, where the cohort will present to industry leaders, investors and decision makers.

According to Petfood Industry's Top Pet Food Companies, Mars Petcare produces Royal Canin, PEDIGREE and SHEBA pet brands. The privately-held, family-owned US$55 billion company offers a diverse and expanding portfolio of leading pet care products and veterinary services to support pets all around the world.

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