Owner of Pedigree and Whiskas brands is developing meat-free pet food

Give the dog a VEGAN bone! Owner of Pedigree and Whiskas brands is developing meat-free pet food amid rising concerns over the environmental impact of farming

  • Mars is developing high-protein and plant-based alternative following demand
  • It bought an £8.2million stake in vegan US company Wild Earth last year
  • As pets account for one fifth of meat consumption demand is expected to grow 

The owner of Pedigree and Whiskas brands is developing meat-free pet food amid rising concerns over the environmental impact of farming.

Mars, which is most famous for its chocolate bar, is said to be experimenting with high-protein and plant-based replacements for chicken, beef and rabbit. 

Pets account for one fifth of meat consumption but, as concerns rise, it is anticipated that owners will start to buy their pets vegetarian and vegan alternatives.

Mars is understood to be experimenting with high-protein and plant-based recipes to replace its chicken, beef and rabbit

It is looking to duck into the vegan pet food market, which already accounts for one fifth of meat production

It is currently dominated by small start ups including Halo and Zuke's

It is looking to duck into the vegan and vegetarian pet food market, which already accounts for one fifth of meat production. It is currently dominated by small start ups including Halo and Zuke’s

The world’s second largest manufacturer of pet-food also considered purchasing Quorn foods before deciding to develop its own meat alternatives, a City source told The Sunday Telegraph.

Last year Mars petcare took an £8.2million stake in US company Wild Earth, which uses Japanese Fungus Koji, that goes into soy sauce, to make a protein that resembles the taste of meat for pet food.

At the time Mars Petcare’s head of ventures, Ben Jacobs, said: ‘We can solve some of the planet’s most pressing problems…. [if we] efficiently produce protein while reducing the environmental impact of feeding hundreds of millions of pets.’

The UK’s vegan dog food market is currently dominated by smaller producers looking to cater to an ever-growing market.

One supplier, Benevo, boasts of being vegan and vegetarian approved, and offers foods for both cats and dogs. Others include Halo and Zooks vegan dog food.

A woman prepares to feed her two dogs biscuits at home. Owners have said their pets have loved vegan alternative foods

A woman prepares to feed her two dogs biscuits at home. Owners have said their pets have loved vegan alternative foods

Can my dog or cat eat a vegan diet?

Mars is understood to be looking into making vegan pet food

Mars is understood to be looking into making vegan pet food

While dogs can eat a vegan diet as they are omnivorous, organisations have warned that cat owners should be more careful.

The RSPCA has said that veganism will not harm your dog. 

‘Dogs are omnivores and can eat a wide variety of food types, so they can survive on a vegetarian diet as long as the diet is well-balanced,’ the charity said.

For cats, however, owners will need to be more careful as their pets are natural carnivores.

‘If an owner is considering switching their pet’s diet to a vegetarian option, they should consult their vet to make sure it will meet all their nutritional needs, which will depend on many factors such as age, health and lifestyle.’

Expert on animal nutrition, Marge Chandler, also reminded readers that it would be animal cruelty to give their pet an improper diet, as they need to get vital nutrients and minerals.

The British Veterinary Association remains unconvinced that the vegan movement is a good thing for cats and dogs.  

Junior Vice President Daniella Dos Santos said: ‘It is important to remember that meat contains vital vitamins and nutrients needed by your cat or dog.’

She added that more studies are needed to make sure the nutrients in animal-free pet foods are safe and can meet a pet’s dietary requirements.

‘Any changes to a pet’s diet should be undertaken under the advice of a vet with in-depth nutritional knowledge.’

Read more at DailyMail.co.uk