GDF appoints Principles to launch first cultivated meat product in UK

Cultivated pet food company Good Dog Food (GDF) has appointed Principles to help launch the first cultivated meat product for cats and dogs in Europe, starting with the UK market.

Good Dog Food will produce cultivated meat for cats and dogs, which is actual meat produced by using cultivated cells directly from an egg and without the use of farm animals or animal raising techniques.

The Leeds-based brand communications agency has been tasked with developing the strategic and creative brand positioning as well as cross-channel execution to launch the brand.

Earlier this year, Good Dog Food received funding from Pets at Home in a funding round worth £3.6m.

Agronomics, the UK’s biotech VC, Jim Mellon, executive director of Agronomics, Siddhi Capital and others also participated in the funding round.

Owen Ensor, CEO at Good Dog Food, said: “From day one Principles have understood what we’re trying to achieve. Launching a new brand in a brand new product category is challenging and Principles have been up for it from the start. We’ve enjoyed working with the team this far and we can’t wait to see the end result.”

Ben Norman, Principles’ strategy director, added: “We’ve been massively inspired by the team at Good Dog Food from day one, what they’re doing has the potential to really change the world so it’s a privilege to be given the opportunity, and responsibility to launch such a progressive brand. I’m also really chuffed to see the new proposition we’ve developed, with the input of so many marketing leaders, bear fruit and resonate with clients new and existing.”