Mars Petcare, the brand behind household name pet food brands Pedigree and Whiskas, is developing meat-free pet food thanks to rising demand from consumers for plant-based alternatives amid concerns over the environmental impact of animal agriculture.

The company, which is the world’s second-largest manufacturer of pet-food, is said to be experimenting with creating high-protein plant-based replacements for chicken, beef and rabbit to keep our furry friends well-fed and healthy.

Pets currently account for one-fifth of the world’s meat consumption, but as concerns rise for the environment and the damaging effect animal agriculture has, Mars is anticipating that owners will start to buy their pets vegetarian and vegan alternatives.

Keen to create planet-friendly alternatives for consumers, Mars originally considered purchasing Quorn Foods to help it develop its meat-free range before deciding to develop its own meat alternatives, a City source told The Sunday Telegraph.

According to an article published by the Telegraph, Mars’ decision has been inspired by the “rising consumption of meat” which is leaving us with a dwindling supply of farmland, whilst meat-free diets are “expected to extend to pets and is viewed as a market opportunity.”

Should we feed cats and dogs a vegan diet? Find out here.

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