The owner of Pedigree and Whiskas is developing meat substitutes for pet food, amid concerns that the environmental impact of farming could turn cat and dog owners off traditional brands.

Mars, best known as a confectioner but also the world’s second-largest manufacturer of pet food, is understood to be exploring high-protein, plant-based replacements for beef, chicken and rabbit.

According to a senior City source, Mars considered making a bid for Quorn Foods to support its plans but chose instead to work on its own meat alternatives.

The company is said to be concerned that rising consumption of meat by people and a dwindling supply of farmland could leave pets begging for scraps.

The rising popularity of vegan and vegetarian diets for their relatively low impact on carbon emissions is meanwhile expected to extend to pets and is viewed as a market opportunity.

Pets account for around a fifth of the world’s meat consumption, which has prompted a flurry of start-ups to create a range of alternatives.