Mars, a leading pet care company behind brands pets and pet owners love including: WHISKAS®, PEDIGREE® and SHEBA®, has announced a £1.2 million investment at its Birstall, UK Research & Development (R&D) Hub to drive cutting-edge innovation.
With the global pet care market expected to grow by 45% by 20301, the investment will further enable Mars to invest in category-leading innovation in the pet industry by step-changing capabilities in the design, development and deployment of products, ensuring that Mars continues to meet the evolving needs of pet owners.
The Innovation Hub has been central to the development of market-leading pet treats, including PEDIGREE® Dentastix™, PEDIGREE® JUMBONE™ and PEDIGREE® MARKIES ™, while also driving innovation in health focussed solutions for pets. This includes the launch of pet vitamins and supplements, including those for joint support and immunity. Research and Development at the hub is driven by an in-depth understanding of the needs of pets and pet owners, from taste and texture, through to shape and smell; backed by deep nutritional expertise.
The newly designed Innovation Hub provides a purpose‑built environment to foster creativity and collaboration, including spaces for prototype evaluation, zones for product pitching, and facilities for creative experimentation. The hub also features a custom-built kitchen for the daily product review, which ensures the products leaving the next-door factory adhere to the rigorous quality standards Mars upholds.
Elisabetta Pierangelo, VP for global R&D at Mars Pet Nutrition, said: “Innovation allows us to stay connected to our consumers, solve pet parenting pain points, and design products that improve the experience of pet ownership. By strengthening our innovation capabilities, we can anticipate their evolving needs and deliver category leading products.
Our investment in the Birstall Innovation Hub reflects a long-term commitment to advancing innovation and technology, and to delivering the highest-quality products for the 455 million pets and pet parents who rely on us every day.”
The investment forms part of a broader European investment programme at Mars; it reflects the strong focus on R&D. In 2025, the company also committed €1 billion (£860 million) to strengthen manufacturing, sustainability and innovation across Europe by 2026, building on more than €1.5 billion invested over the past five years.
