First cultivated meat product for dogs nears launch

Pet food start-up Good Dog Food, the first cultivated meat product for cats and dogs in Europe, is nearing launch in the UK.

Cultivated meat is made by cultivating real cells from animals or fertilised eggs in a lab or factory, rather than from the slaughter of an animal.

Good Dog Food has now appointed marketing agency Principles to develop its strategic and creative brand positioning, as well as cross-channel execution to launch the brand.

Owen Ensor, Chief Executive at Good Dog Food, said: “Launching a new brand in a brand new product category is challenging and Principles have been up for it from the start. We’ve enjoyed working with the team this far and we can’t wait to see the end result.”