Revolutionizing Pet Food: Meatly’s Innovative Approach to Cultivated Meat
As investor confidence in cultivated meat faces challenges, Meatly, a startup based in the UK, is determined to showcase that cultivating meat can be economically viable—especially in the pet food sector. By operating on a tight budget, Meatly is positioning itself to meet the needs of pet owners and brands eager to experiment with new solutions.
Paw-sitive Reception from Pet Owners
According to CEO Owen Ensor, who co-founded the company in 2021 alongside Dr. Helder Cruz (CSO), dogs don’t have the same dietary aesthetics as humans. They aren’t finicky about how their food looks, and the regulatory process for pet food is considerably less complex. Thus, pet owners and brands are more willing to embrace novel offerings.
A Pragmatic Entry into the Market
Meatly’s approach contrasts with several companies that exhausted their funding before realizing that large-scale production of cultivated steaks was not feasible as of yet. Ensor emphasizes that his team adopted a pragmatic mindset from the beginning. “I came at this from a traditional startup background, which is get something out as fast as possible and get some feedback,” he says.
Proving the Concept with Regulatory Approvals
Meatly has made significant progress, securing regulatory approval in the UK in July 2024 and preparing to launch a limited edition product at Pets at Home, the UK’s largest pet care retailer, in February 2025. The product, named “Chick Bites,” is a collaboration between Meatly and dog food brand The Pack, containing both plant-based meat and a small percentage of cultivated chicken.
Focusing on Cost Efficiency
Meatly’s innovative strategy includes developing a patent-pending low-cost bioreactor, with a pilot plant currently housing a 310-liter vessel that costs just £12,500 ($16,800). The company has also reduced media costs to an estimated 22p per liter, with the potential to decrease that to as low as 2p per liter through economies of scale.
“We’ve focused on replacing costly media components with affordable, food-safe alternatives,” Ensor explains, showcasing an iterative process that has already achieved over 200 doublings with their defined media formulation.
The Path to Profitability
Ensor believes achieving profitability is feasible at a production scale of 20,000 liters, where one bioreactor could generate premium products priced between £7-10/kilo ($9-13). However, the goal is to reach the mass market with a price point around £5 ($6.7) per kilo. To achieve this, Meatly aims to construct an extensive facility featuring multiple bioreactors.
Exploring Market Opportunities
Ensor asserts that the cultivated pet food market is promising, noting that companies in this sector tend to be more innovative than those in the human food industry. Meatly’s cultivated chicken offers a complete amino acid profile akin to that of chicken breast, alongside benefits like traceability, consistency, and a reassuring supply pattern amidst rising traditional meat prices.
Funding Future Endeavors
Funding has come from a blend of venture capital and strategic investments, with early backing from Agronomics and vital support from Pets at Home. Ensor highlights the necessity of collaborations, indicating that strategic partnerships will play a crucial role in making cultivated meat a viable solution for the pet food industry.
Overcoming Challenges
Despite initial hesitance about cultivated meat for pets, consumer attitudes are shifting, with attention on pet welfare gaining more significance. The regulatory path for cultivated meat in the pet food space is more lenient compared to human food, offering numerous approvals across different regions.
Looking Ahead
While challenges abound, Ensor remains optimistic: “I think it’s going to be a bumpy ride, but I believe the tide is turning.” As cultivated meat seeks its place in the pet food industry, it stands to provide healthier, sustainable options for pets while addressing the rising issues of meat pricing and environmental concerns.
Further Reading
This HTML article structure contains headings, paragraphs, and links formatted for easy reading and integration into a WordPress site. Each section is well-organized and focuses on distinct aspects of Meatly’s approach to cultivated pet food.
