Pet Food Processing - May 2024 - 26

COMPANY PROFILE
Hope Grows program is fueled by a $16 million investment
by Mars and, through it, the company hopes to inspire
other corporate players to get involved in marine
ecosystem restoration efforts.
" We often get asked why a cat food brand is restoring
coral, and that's because as one of the leading cat food
brands, SHEBA has the responsibility to be a part of the
solution for a sustainable fish industry, " Malandain explained.
" We have a responsibility to serve cats and pet
parents with high-quality and nutritious food, while taking
care of our planet. "
The philosophy of pet
parent-centricity underpins
everything we do. "
Elise Malandain, Ph.D., Mars Pet Nutrition
The Mars Pet
Nutrition family of
brands reflects a
variety of pet owner
preferences, price
points and nutritional
philosophies for dogs
and cats, as well as
horses and fish.
The SHEBA brand
Back at the corporate level, Mars has also implemented
sustainable transportation capabilities as
part of its investment toward net zero. In January
2024, the company partnered with freight technology
firm Einride to deploy 300 electric vehicles within
its European distribution network. According to
Malandain, this partnership allows the company to
optimize efficiency for its transportation operations,
all while preventing 20,000 tonnes of carbon dioxide
emissions annually by 2030.
Each Mars Pet Nutrition brand has its own unique look and
feel, but science-backed nutrition is always on the menu.
The TEMPTATIONS™ brand
" Our ambition is to be a digital-first organization that
can transform the pet parent experience, " Malandain
said. " In order to do that we're looking at how we can
drive innovation within our own supply chain. "
The work continues
Looking to the future, ingredient development will be at
the forefront of innovation opportunities for Mars Pet
Nutrition's collection of brands. As the nutritional needs
of pets are better understood through research, and as
pet owners adopt new preferences for how they feed
their four-legged companions, the company is zeroed in
on exploring new ingredients through a scientific lens.
" Our partnerships across the industry, from academics
to startups and suppliers, are crucial as we look to the
future of pet food innovation, taking into consideration
safety, palatability and digestibility, " Malandain said.
First and foremost, she added, Mars Pet Nutrition will
leverage its resources to validate the safety and nutritional
efficacy of emerging pet food ingredients to ensure
they meet the company's rigorous standards. From
there, palatability and digestibility testing must be performed
to corroborate the ingredients' effectiveness in
each formulation.
Another crucial aspect of ingredient development will
be pet parent education. By empowering dog and cat
owners with clear and accurate information, Mars Pet
Nutrition hopes to support informed and confident decisions
in the pet food aisle, including what product to
feed, in what format, and how much.
" The philosophy of pet parent-centricity underpins
everything we do, which is why we lean on the latest
science, technology, and data to drive a better world for
pets and their parents, " Malandain concluded.
26 PET FOOD PROCESSING | May 2024 | www.petfoodprocessing.net
PFP
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Pet Food Processing - May 2024

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