The initiative tasks perspective businesses and food related organisations with transforming byproducts from agricultural processing into nutritious ingredients for pet food by improving its digestibility for pets.
Mars Petcare is looking for solutions that can break down fibres containing lignin, hemi-cellulose or cellulose into proteins or sugars that can be digested by dogs and cats to be used for pet care formulations that are safe and nutritious.
The top 10 solutions will be invited to the virtual demo day and connect directly with key decision makers at Mars Petcare, with the top two solutions awarded a prize to do a joint paid proof of concept following the demo day.
Expert feedback
Entrants will also receive feedback, advice and input on their products, service or technology from Mars Petcare experts, as well as insights and information about the pet care category.
Benoit Buntinx, director of business creation at EIT Food, said the transformation of insoluble fibre fractions into materials that could be effectively digested in the guts of cats or dogs would help prevent food waste and create a more sustainable option for pet food.
Mars Petcare global S&T platform leader for material science Michael Horan added: “This Open Innovation Challenge with EIT Food represents a significant step forward in our mission to drive more sustainable food solutions for pets.
Pet food ecosystem
“We believe that we have a lot to offer when it comes to open innovation approaches and are excited to tap into this using the ecosystem and know-how of EIT Food.”
Applications are open for startups, academia, research institutes, or established organisations that adhere to the following criteria: Your technology has a current or potential application for the pet food category; and you’re open to collaborate with industry and looking to scale your technology. The deadline for applications is 22 September.
Meanwhile, Food Manufacture explores the latest trends in pet food development and the driving forces behind consumer purchasing decisions when it comes to feeding the furrier members of their families.
