We’re back for yet another edition!
We’re looking for breakthrough solutions across wet proteins, renewable fats & oils, and ultra-low-carbon dry proteins to help shape the next generation of sustainable pet nutrition. If your company is developing low-carbon proteins, fats, oils, or sustainable material innovations that could transform pet food, then click the button below:
Watch highlights from last year’s finale
At Mars, we believe that pets make the world a better place, that’s why we’re inspired to make A BETTER WORLD FOR PETS – a world where they’re healthy, happy and welcome. A BETTER WORLD FOR PETS also means a more sustainable world for pets, people and for the planet. We are on a mission to bring even more innovative, sustainable choices and services to pet owners around the world.
We use many by-products from the human supply chain to manufacture pet food which helps to prevent waste, reduce strain on livestock production and support farmers, while reducing demand on the human food supply chain. This supports our contribution to a more circular economy.
Mars is driving innovation and looking into alternative ingredients for our pet food products to address concerns about ingredient accessibility and security, sustainability and changing consumer behavior. We seek to support innovative businesses and foster collaboration opportunities in the pet care industry to identify and scale the next generation of breakthrough technologies focused on alternative proteins, fats, oils and novel ingredients, particularly those from Thailand, India, Malaysia, Vietnam, Australia, and New Zealand.
In collaboration with Mars Petcare, and with the support of AAK, Bühler, Givaudan, and Ingredion we have crafted a unique program tailored for companies eager to innovate in the sustainable pet food space. This program offers the chance to gain direct insights and support from pet food experts as you develop your initial pet food concept. Once your concept and pitch are polished with the Big Idea Ventures team, you’ll have the exciting opportunity to travel to Singapore and present your innovation to a prestigious audience!
Who We Are Looking For
Wet Proteins:
High-moisture, eco-conscious protein alternatives prioritizing nutritional density while significantly reducing the overall environmental footprint.
Fats & Oils:
Sustainable lipid sources and essential oils derived from renewable processes to replace traditional, carbon-intensive animal fats.
Ultra Low Carbon Dry Proteins:
Climate-positive dry protein meals and concentrates engineered through innovative sourcing to ensure minimal total lifecycle emissions.
All innovations must be at minimum lab / pilot scales.
Companies must have minimum 5 kg samples (and an additional 10 kg within 6 months post-program)
Program Activities & Timeline
Workshops and Training: Engage with Mars Petcare, AAK, Bühler, Givaudan and Ingredion experts on
- Pet Food Market & Consumer Insights
- Palatability Guidance & Consulting
- Nutritional & Safety Requirements
- Sustainable Pet Food Processing
- Ingredient Innovation
1-on-1 Meetings: Receive personalized guidance from Mars Petcare, AAK, Bühler, Givaudan and Ingredion experts.
Paid Trip to Singapore: travel to Singapore at the same time as the AgriFood Week – the most busy week of the year for the FoodTech industry, with hotel and flight expenses covered for one person. In Singapore, you will:
- Participate in a Welcome Meet & Greet Event
- Prepare your presentation with the Big Idea Ventures team
- Tour state-of-the-art innovation centers like the Bühler Protein Innovation Center and assist in an extrusion demonstration
- Present your new pet food concept to a high-profile audience.
Timeline
What’s in it for Companies Joining the Program?
Receive Expert Insights:
Gain unique insights from leading pet food experts and understand the key factors in product formulation within the sector.
Collaborative Development:
Work with major CPG, ingredient, and technology companies to develop innovative pet food concepts that address real-world problem statements.
Explore Singapore Foodtech:
Enjoy a paid trip to Singapore to explore its vibrant foodtech ecosystem and world-class facilities, gaining a deeper understanding of the growth opportunities in the region.
Present Your Solution:
Present your solution at a high-profile showcase event during the busiest week of the year for the agrifood industry in the region, offering unparalleled exposure and networking opportunities.
Cash Prize & LOIs:
Winning companies receive $15,000 each, and recognition via LOIs and press release.
Selection Criteria & T&Cs
- Innovation: How unique your solution is and what it brings to the pet food category.
- Production Volume Capability: Your innovations must be at minimum lab/pilot scales. You must have minimum 5 kg samples (and an additional 10 kg within 6 months post-program).
- Carbon Reduction Pathways: How your solution can lower the carbon footprint of pet food products, with quantifiable metrics if possible.
- Collaboration Openness: Your willingness to work with partners and your comfort level with IP to enable open collaboration.
- Geographic Preference: Companies from all regions globally are encouraged to apply. However, we have a strong preference for companies based in the Asia-Pacific region, particularly those from Thailand, India, Malaysia, Vietnam, Australia, and New Zealand, given the event will be held in Singapore. Companies outside the region will also be considered if their technology or solution is highly relevant to our partners.
Please read the terms and conditions of the program here.
What is the Next Generation Pet Food Program?
Who is eligible to participate in the program?
- Wet proteins
- Fats and oils
- Ultra low-carbon dry proteins
All startups must show pathways to reducing carbon emissions in pet food production.
- Pilot stage to post revenue companies are welcome
- Startup must have pilot product, safe to consume and tested
- Innoviations must be at minimum lab/pilot scale
- Companies must have minimum 5 kg samples (and an additional 10 kg within 6 months post-program)
How do I apply for the program?
Applications have now closed for the 2026 edition of the program.
Where will the program be taking place and when?
The Singapore trip will take place during SIAW, October 27-29.
Who are the Next Generation Pet Food Program partners?
About Mars Petcare:
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a $65bn+ family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M’S®, SNICKERS®, Pringles®, Cheez-It®, and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our more than 170,000 Associates to act every day to help create a better world for people, pets and the planet.
The program is also supported by AAK, a multi-oil ingredient house specialized in plant-based vegetable oils and fats, and Bühler, a solution partner for the food processing industry, Givaudan a global leader in taste and wellbeing, and Ingredion, a leading global ingredients solutions company.