First up, General Mills is to buy US business of Whitebridge Pet Brands for $1.45bn. The transaction will expand its position in the $24bn cat feeding and pet treat market within the broader $52bn US pet food category.
The acquisition is expected to close in Q3 of fiscal 2025 pending regulatory approval. The Minnesota based company said the deal is another example of its ongoing investment in high-growth markets through its Accelerate strategy, which prioritizes sustainable, profitable growth across core markets and global platforms.
Assets purchased include Tiki Pets, known for its premium cat food, and Cloud Star, a leader in pet treats. Together, these brands generated about $325m in US retail sales over the past 12 months, predominantly in pet specialty and e-commerce channels, reads data from NIQ Pet Plus Retail.
As part of the deal, General Mills will also take over two manufacturing facilities in Joplin, Missouri.
The pet food category has become a critical growth area for the US food cmpany; this acquisition marks General Mills' fourth major move in the pet food space since its $8bn purchase of Blue Buffalo in 2018. Subsequent acquisitions included Nudges, Top Chews, and True Chews (2021), Fera Pets (2023), and Edgard & Cooper (2024).
It plans to fund the transaction with a combination of cash on hand and new debt.
NXMH will retain ownership of Whitebridge Pet Brands’ European business and brands.
Canada and UK invest $5.7m in plant-based innovation
Next up, research and development innovation. Protein Industries Canada and Innovate UK have launched collaborative R&D projects, investing $5.7m to advance plant-based food and ingredient innovation. The projects, part of a bilateral partnership, aim to enhance global sustainability, food security, and public health.
One project teams up Canadian companies with UK firms to develop ingredients for plant-based meat analogues and pet nutrition.
The partners say that disrupting the pet food space with plant-based options is difficult, as it requires overcoming similar hurdles in achieving taste, texture, functionality, and wellness benefits comparable to conventional animal products.
In this project, Liven and ALT-PRO Advantage will partner with two UK plant-based brand innovators, Formidable Foods, through its brand, Juicy Marbles and New Wave Biotech Ltd. ALT-PRO Advantage will develop and commercialize a new plant-based line of pet food while Liven will supply its animal-free collagen to ALT-PRO Advantage for testing and incorporating in its new dog chew offering. Juicy Marbles will also test the collagen ingredient from Liven, providing Liven with an understanding of its ingredient’s performance in its whole cut meat alternative. Based on this feedback, Liven will create new iterations of its ingredients focusing on molecular aspects and process improvements. New Wave Biotech will assist Liven in these process improvement efforts as well as unit economics improvement using its AI-powered software platform.
IQI and Avebe push potato protein
Finally, a new partnership is aimed at addressing the growing demand for alternative protein sources, particularly for vegan and grain-free pet diets, in Europe and beyond.
IQI and Avebe recently announced an exclusive long-term partnership to supply ProtaSTAR, a potato-based protein ingredient, to the pet food market.
Developed by Dutch company, Avebe, ProtaSTAR is a plant-based protein derived from potatoes through a patented refining and purification process. The result, say the companies, is a concentrated protein ingredient with an 80% protein content, high digestibility (88% ileal digestibility), and a complete amino acid profile.
The ingredient also has a low ash content of 0.8%, making it suitable for nutritionally balanced pet food formulations, they continue.
Research demonstrates that ProtaSTAR matches the protein quality and digestibility of traditional animal-based proteins, further claim the partners. They maintain that the ingredient’s reduced glycoalkaloid levels (up to 10 times lower than standard potato protein) ensure good palatability and safety, particularly for dogs and cats.
ProtaSTAR’s production aligns with growing industry emphasis on sustainable protein sources, they add. The Life Cycle Assessment (LCA) of the ingredient shows a lower environmental impact compared to traditional animal proteins, such as poultry or fishmeal, as per data from the Global Feed LCA Institute (GFLI), note the partners.
Nutritionally, the ingredient offers benefits like a low pH for kidney health in cats and suitability as a complementary ingredient for diets such as lamb and rice. Avebe’s control over its supply chain, from sourcing potatoes from Dutch and German farmers to production, ensures traceability and quality, they report.
Market potential
The partnership enables IQI to cater to the rising consumer demand for plant-based and alternative proteins in pet food. According to market insights cited by IQI, the vegan dog food market is projected to grow by 12% in 2024, driven by factors such as animal welfare concerns, environmental sustainability, and health benefits.
While US consumers are more inclined to experiment with novel diets for pets, including vegan and insect-based options, European pet owners often prioritize natural ingredients and functional health claims. Both markets are experiencing increased demand for grain-free and plant-based pet food options, reflecting a broader trend toward humanized pet diets.
“In the US, pet owners are increasingly interested in sustainable, plant-based, or alternative protein diets for their pets. Data indicates that the vegan dog food market is projected to grow at a rate of 12% in 2024, largely driven by interest in animal welfare, environmental sustainability, and health benefits. Plant-based pet foods are part of a broader trend where pet owners transfer their dietary preferences and ethical considerations to their pets‘ diets. About 65% of US dog owners, for instance, are open to including alternative proteins, such as plant-based or insect-based options, in their pets’ diets.
“In Europe, pet food innovations with plant-based and grain-free ingredients are also gaining traction. European consumers tend to emphasize food quality and traceability alongside health and sustainability claims. Many European pet owners prioritize grain-free or natural formulations as a response to perceived health benefits, although the US sees a slightly stronger push for vegan pet food overall. For both markets, functional health benefits like joint support and digestion are increasingly important, reflecting a global trend toward humanized pet diets where health and ethics are paramount,” a spokesperson for IQI told us.
