Good Dog Food rebrands as Meatly

Cultivated meat pet food company Good Dog Food has rebranded to Meatly in preparation for its upcoming UK product launch.

Meatly will sell the “first-ever” cultivated meat pet food on the market.

Meatly stated that since its launch in 2022, its team of scientists has been working to produce “ethical and sustainable cultivated meat for pets without compromising on essential nutritional benefits”.

The team will make real meat without animals. Meatly stated that it can produce enough meat by taking a sample of cells from a chicken egg just once.

Research shows that the global pet food market is expected to be worth £120bn by 2026, and 50% of pet parents would feed their pets cultivated meat, whereas only 32% would currently consider eating cultivated meat themselves.

As part of the rebrand, Meatly has launched a new consumer-facing website, www.meatly.pet, and the company has secured key partnerships with manufacturers to get its pet food on shelves soon.

Owen Ensor, CEO of Meatly, said: “We’re thrilled to announce our rebrand to Meatly, in what marks an exciting new chapter for us as a team and brand. We chose the name ‘Meatly’ because we wanted to celebrate the fact that it is real meat, made in a new way. Our hope is that Meatly will quickly become a household name, loved by pets and pet parents alike, and recognised as the choice for healthy, sustainable, delicious pet food.

“Our pets love meat, but old-fashioned meat, produced through factory farming, requires a huge amount of land, water and antibiotics and is a key cause of environmental degradation. We need cultivated meat now more than ever. Pet food is the natural starting point, given consumers’ excitement. We’re thrilled to be at the heart of the future of meat production in the UK.”