top of page

Wagyu for the Dog? Cultivated Meat Finds a Market in the UK Pet Bowl

9 minutes ago
2 min read
Cockapoo Enjoys a Wagyu Feast Media Slide

Your dog could get cultivated Wagyu before you do. For companies working to bring cell-grown meat to market, the pet bowl is becoming an increasingly practical place to start.


Oxford-based Ivy Farm Technologies has secured UK approval to supply cultivated meat in the form of Wagyu beef as a petfood ingredient. The clearance follows a process involving Defra and the Animal and Plant Health Agency, opening a commercial route through petfood brands and manufacturers.


Its first commercial-scale production run is due to be completed in early 2027. Approval is one milestone; getting products into customers’ hands is the next.

The ingredient is grown from cells taken from a Wagyu cow, without slaughter. In a small blind assessment conducted by manufacturer Fold Hill Foods, dogs accepted treats containing Ivy Farm’s cultivated Wagyu as readily as conventional beef treats. That is an encouraging early result, although it does not establish a preference or prove long-term health benefits.


There is a familiar Australian parallel. Magic Valley entered the category with Rogue Pet, the name you may remember, launching cultivated-pork dog treats earlier this year. Its website now presents UNRULY as its first commercial consumer brand, explicitly describing pet treats as a way to gain customers and validate products while it continues scaling cultivated meat for human food.


That gets to the commercial heart of this story. A company can spend years demonstrating what its technology might eventually deliver. A product people can buy brings a different kind of evidence which is whether customers want it, whether they return, and whether production can meet demand.


For pet owners, the proposition is straightforward: animal protein produced without slaughter, provided it delivers on nutrition, taste and price. The Wagyu label may catch the owner’s eye, but the dog still has to eat it.


Ivy Farm continues pursuing human-food approvals. Magic Valley also retains that ambition. PFN’s reading is petfood offers a practical first market while the larger opportunity develops.


ENDS:

Comments


TOP STORIES

1/172
bottom of page