Alternative Protein Pet Food: Why Mars Is Investing

# Alternative Protein Pet Food: Why Mars Is Investing

On November 2, 2026, Big Idea Ventures and Mars Petcare launched the third year of their Global Pet Food Innovation program, targeting alternative proteins and novel ingredients, with expanded focus on Asia-Pacific startups.

The news

• Organizers: Big Idea Ventures + Mars Petcare
• Year: 2026 (third year)
• Focus: Alternative proteins, novel ingredients
• Priority: Asia-Pacific startups

What are alternative proteins?

1. Insect protein

• Black soldier fly larvae meal
• Sustainable, high feed conversion
• Approved in EU for pet food

2. Cell-cultured protein

• Grown from animal cells
• No animal farming
• Hill's + Bond Pet Foods just received FDA no-objection letter

3. Plant protein

• Peas, lentils, chickpeas
• Mature technology
• High consumer acceptance

4. Fermentation protein

• Precision fermentation produces protein
• Costs coming down
• Good for functional nutrition

How co-packers should prepare

1. Ingredient supply chain — insect meal, plant protein sourcing

2. Processing capability — different proteins need different temps

3. Compliance — novel ingredient approvals by country

4. Sampling — small batch, rapid formula iteration

Alternative vs traditional

| Type | Cost | Sustainability | Palatability | Regulation |

|------|------|----------------|--------------|------------|

| Traditional meal | Low | Low | High | Mature |

| Plant protein | Medium | Medium | Medium | Mature |

| Insect protein | Medium-High | High | Medium | EU approved |

| Cell-cultured | High | High | TBD | In approval |

| Fermentation | High | High | TBD | Partially approved |

How brands should choose

Short term

• Plant protein is most mature
• Good for differentiated lines
• Cost controllable

Mid term

• Insect protein has buzz
• Good for premium new products
• Test in Europe first

Long term

• Cell-cultured is the future
• But cost and regulation are early
• Watch, don't bet heavily

Judgment

• Alternative proteins are a trend, but won't replace meat soon
• Big companies are positioning, startups innovating
• Co-packers should stay open to new ingredients
• Small brands can use alternative protein for differentiation

If you're looking for a co-packer open to new ingredients and small-batch sampling, Mixiaoqi pet food OEM/ODM is exploring plant-based and insect protein product development.

FAQ

Is alternative protein nutritious?

Yes with proper formulation — plant protein needs amino acid supplementation.

Is it expensive?

Insect and cell-cultured are still more costly than traditional meal.

When will it launch in China?

Plant protein is already available; insect and cell-cultured are in approval.