Meatly and THE PACK make history with Europe’s first cultivated pet food launch

Tomorrow (7 February 2025) marks a major milestone in the pet food industry, and cell-cultivated meat generally, as Meatly and THE PACK introduce the world’s first commercially available dog treat containing cultivated chicken. The product, called Chick Bites, will be available at the Pets at Home store in Brentford, London, making Meatly the first company in Europe to bring cultivated meat—whether for pets or humans—to market.

Meatly, a UK-based cultivated meat company, has been working for over two and a half years to develop its cultivated chicken, which is now making its commercial debut. The launch is the result of a collaboration between Meatly and THE PACK, a company dedicated to developing sustainable and ethical pet food. The introduction of Chick Bites represents a significant step forward in reducing the reliance on conventional animal agriculture for pet nutrition.

Traditional pet food production relies heavily on farmed animals, contributing to greenhouse gas emissions, land use, and ethical concerns around animal welfare. Cultivated meat, also known as cell-based or lab-grown meat, is produced by growing animal cells in a controlled environment without the need to raise and slaughter livestock. This process significantly reduces land and water use while also eliminating the need for antibiotics and other additives commonly used in conventional meat production.

Owen Ensor, CEO of Meatly, emphasized the significance of the launch: “We’ll also be the first company in Europe ever to sell cultivated meat (for humans or pets). Cultivated meat can be a game-changer for us, our pets, and the planet, and the starting point is today.”

Ensor credited his team, led by Helder Cruz, for their dedication to bringing cultivated chicken to market, as well as THE PACK and Pets at Home for their early investment and support in making the launch possible.

Damien Clarkson, CEO and Co-founder of THE PACK, also highlighted the potential of cultivated meat in pet food:“Cultivated meat offers a tasty, low-carbon, and healthy protein source, which has the potential to eliminate farmed animals from the pet food industry.”

Meatly’s cultivated chicken received regulatory approval from UK authorities, making it the first cultivated meat product permitted for sale in the country. The UK’s Food Standards Agency (FSA) has stringent guidelines for novel foods, and Meatly’s approval underscores the company’s adherence to safety and quality standards.

The UK is emerging as a leader in the alternative protein space, and Meatly’s achievement places it at the forefront of cultivated meat innovation. While cultivated meat for human consumption is still undergoing regulatory evaluation in various countries, pet food applications present a more immediate opportunity to introduce cell-based proteins to the market.

The introduction of cultivated meat in pet food could pave the way for a broader adoption of alternative proteins in the industry. With millions of pets consuming meat-based diets, cultivated options could help address concerns around sustainability and ethical sourcing.

Unlike plant-based pet food, which has gained traction in recent years, cultivated meat maintains the nutritional profile of traditional meat while eliminating the environmental and ethical concerns associated with conventional animal farming.

The launch of Chick Bites also aligns with a growing trend of pet owners seeking more sustainable products. As climate change and resource depletion become more pressing concerns, cultivated pet food may appeal to environmentally conscious consumers looking to reduce their carbon footprint while still providing high-quality nutrition for their pets.

The launch of Chick Bites is just the beginning for Meatly. Ensor hinted at future developments in cultivated pet food, suggesting that more products could soon follow.

The company’s early success could encourage further investment and innovation in the cultivated meat sector, particularly within the pet food market, where regulatory hurdles are often less complex than in human food.

For now, pet owners in the UK will be the first to try a commercially available cultivated meat product, marking a significant shift in how pet food is produced and consumed. With continued advancements, cultivated meat could soon become a mainstream option, offering a sustainable and ethical alternative to conventional meat-based pet foods.

Chick Bites will be available at Pets at Home in Brentford, London, starting from February 7. Meatly’s CEO Owen Ensor and THE PACK’s CEO Damien Clarkson will be present at the store to engage with customers and discuss the impact of cultivated meat on the future of pet nutrition.

As the pet food industry evolves, Meatly’s pioneering efforts could set the stage for a major shift towards more sustainable and ethical feeding practices, redefining what’s possible in pet nutrition.