Bangkok, June 18 2025 — Mars, Incorporated, a global leader in pet care products and services, confectionery, snacking, and food, and the maker of some of the world’s most-loved brands, together with Big Idea Ventures, proudly announces the launch of the second round of the Next Generation Pet Food Program in collaboration with AAK, Bühler, and Givaudan, following the success of last year’s programme.
This initiative aims to accelerate sustainable innovation in the pet food sector by supporting start-ups with novel ingredients, sustainable fats and proteins, and advanced processing technologies.
Mars is exploring alternative ingredients in its pet food products to create more sustainable, future-ready nutrition. As consumer preferences evolve, Mars is working to give pet parents the opportunity to make more environmentally conscious choices, while taking steps to reduce its own carbon footprint.
This year, Givaudan, a global leader in taste and wellbeing, joins AAK and Bühler as a collaborator, offering expertise in ingredient innovation and product development for both humans and pets.
Andrew D. Ive, Founder and Managing General Partner of Big Idea Ventures, stated:“Working with Mars last year was fantastic! We want to take the learnings and implement them on a big scale as we continue to search for and develop sustainable solutions for the pet food ecosystem. Last year, the teams from Mars Petcare, Bühler, and AAK offered invaluable insights to our start-ups. Now, by integrating Givaudan into the mix, we will further enhance the resources available to the start-ups we choose.”
Paul Gardner, Commercial VP, Mars Pet Nutrition, added:“We must invest in innovation to help us source the best ingredients and build a future where the planet stays healthy, and where people and their pets are thriving. We’re excited to be launching the second round of this programme, harnessing the creativity of start-ups alongside partners that share our vision.”
“We were thrilled at the enthusiastic response we received from last year’s programme. It is a testament to the fact that innovative start-ups are the driving force behind the future of sustainable pet nutrition. The programme offers a unique opportunity for visionary entrepreneurs to collaborate with leading industry experts, access state-of-the-art technology, and accelerate their impact on the global pet food market. I encourage all start-ups with bold ideas and a passion for transformation to apply and help us shape a healthier, more sustainable future for pets and planet alike,” said Dr Ian Roberts, CTO at Bühler Group.
Niall Sands, President, Commercial Innovation and Development, AAK, shared that the company is excited to support pet food innovators in bringing nutrition and health-promoting functionality to our beloved pets. They look forward to exploring how innovation in this space is helping pet parents support and care for their four-legged family members.
Fabio Campanile, Global Head of Science & Technology, Givaudan Taste & Wellbeing, noted:“Givaudan is excited to be part of this programme as it presents a unique opportunity to collaborate with innovative start-ups and partners, paving the way for a more sustainable and enriching world for pets. We look forward to building on our current capabilities in the pet food space, as well as exploring new technologies.”
Companies selected for the programme will benefit from expert guidance, potential commercial partnerships, and the opportunity to showcase their solutions on a global stage at the Asia-Pacific Agri-Food Innovation Summit in Singapore from 4–6 November 2025.
Winners of the 2024 Global Pet Food Innovation Program include BiomeMega, Anomaly Bio, KIDEMIS, String Bio Private Limited, and MiAlgae, who have been mentored by Big Idea Ventures, Mars, AAK, and Bühler. The start-ups have gained insights from top pet food experts and collaborated with leading CPG, ingredient, and technology companies to further develop their concepts, with the potential for future long-term collaborations.
The programme is open to start-ups from around the world, with a strong preference for scalable solutions that can demonstrate real-world impact and sustainability. While APAC-based start-ups are preferred, companies from all geographies are encouraged to apply.
For more information, visit bigideaventures.com/petfoodprogram. Interested start-ups are encouraged to apply as early as possible and may do so until 16 July.