Meatly has Wednesday announced it has received regulatory clearance to sell cultivated meat for pet food in the UK, making it the first in the world to get authorisation for cultivated pet food.
A huge leap forward for the cultivated meat industry, gaining regulatory approval also makes Meatly the first-ever cultivated meat company approved for sale in any European country.
Meatly has passed Animal and Plant Health Agency’s (APHA) rigorous inspection process, following a close collaborative process between Meatly and the UK’s regulatory bodies, the Food Standards Agency (FSA), the Department for Environment, Food and Rural Affairs (DEFRA), and the APHA.
Meatly’s cultivated chicken for pet food can now be sold in the UK, and the company said it will continue to adhere to APHA’s ongoing inspections.
“Today marks a significant milestone for the European cultivated meat industry. I’m incredibly proud that Meatly is the first company in Europe to get the green light to sell cultivated meat. We are proving that there is a safe and low-capital way to rapidly bring cultivated meat to market,” Owen Ensor, Meatly chief executive, said.
“We’re delighted to have worked proactively alongside the UK’s regulators to showcase that Meatly chicken is safe and healthy for pets. Pet parents are crying out for a better way to feed their cats and dogs meat - we’re so excited to meet this demand. We can now continue our mission to give consumers an easy choice - ensuring we can feed our beloved pets the real meat they need and crave, in a way that is kinder to our planet and other animals.”
Beyond the approvals needed, Meatly has proactively prepared a comprehensive safety dossier and conducted extensive testing to demonstrate that its cultivated chicken is safe and healthy for pets. Testing included demonstrating that their cultivated chicken is free from bacteria and viruses, that the nutrients used to grow the cells are safe, and that the final chicken product is safe, nutritious, and free from GMOs, antibiotics, harmful pathogens, heavy metals, and other impurities.
Meatly is a registered feed business operator, and its production facility has now been approved by DEFRA and APHA to produce and handle its cultivated chicken. Meatly plans to launch the first samples of its commercially available pet food this year, making it the first cultivated pet food sold. Beyond these initial samples, Meatly’s primary focus will remain on cost reduction, and it will start scaling production to reach industrial volumes in the next three years.
Meatly is leading a new wave of cultivated meat start-ups that are proving there is a low-capital and fast route to market. Backed by £3.5m in investment, Meatly has achieved regulatory approval in under two years of operation and developed a protein-free media which costs less than £1 a litre, significantly reducing production costs. Meatly has also secured brand partnerships and production of its products with leading pet food brands.
Jim Mellon, Founder of Agronomics, an investor in Meatly, said: “Meatly’s regulatory approval is a landmark event for the industry. Through its technological innovation and close work with governing authorities, Meatly is helping prove that we can succeed in commercialising cultivated products for pets across the UK. Our pets consume huge amounts of meat every day and so this development can play a crucial part in reducing the emissions, resource consumption, and animal suffering caused by traditional meat production.”
Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.
The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.
New to the Warheads range are the Sour Popping Candy packs, available in Sour Watermelon, Sour Green Apple and Sour Raspberry.
Warheads Sour Popping Candy offers a crackling, popping sensation with a sour twist, aimed at younger customers seeking exciting new novelty products with tasty, trending flavours.
Each single flavour display contains 12 pouches, all packaged in an eye-catching design to pop out on shelves among other tasty treats.
Warheads have also launched a three pack - with all flavours included in each pouch.
Each three pack box available to retailers contains 20 pouches, and World of Sweets said the eye-catching display makes them perfect to be stacked on shelves among other tasty treats.
They can be merchandised alongside other Warheads branded lines, or as a part of a wider novelty collection.
The small pouches come at pocket-money friendly prices, making them a great impulse purchase.
“We are super excited to be bringing to market the brand new Warhead Sour Popping Candy pouches,” Louisa Jones, senior brand manager at World of Sweets said.
“Each pouch packs a serious punch, and sour candy lovers are sure to love the exciting, tasty flavours.
“Warheads have been a best-selling brand for us. Our customers have experienced a real boost in sales for both American confectionery and sour flavours, so this product is sure to be a hit with confectionery lovers.
“We’re always looking for ways to support our customers and fill those gaps in the market - and budget-friendly American confectionery lines are definitely needed.”
Warheads also offer a range of products in the top selling theatre box format.
As December rapidly approaches, Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year. The UK’s second-largest wine and spirits supplier is set to inspire consumers to choose Premium+ Spirits as the perfect gift or the ultimate addition to any home celebration. Throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a vital margin driver.
“Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive," said Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. "Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”
Ultimate Festive Host
To inspire consumers and drive cocktail ingredient sales before they enter a store, Pernod Ricard UK has refreshed its YouTube Channel, “Cocktails Etc.”, which offers bite-sized content that can be easily followed at home. The channel features fun, festive tutorials of how to create the most-searched winter cocktails including an Absolut and Kahlúa Espresso Martini and The Glenlivet Hot Toddy. Consumers will be able to discover this year’s hottest serves, from the Hugo Spritz to Champagne cocktails and the delightful Baby Stout – 18 million of which were sold in the On-Trade last year. To support retailers, branded social media content will also be available for retailers to use on their own social media channels to educate and inspire shoppers before they enter the store.
Jameson Black Barrel – The Greatest Story Almost Told
Jameson Black Barrel has stepped into Christmas with an elevated new label and giftbox, highlighting its premium credentials. To drive maximum awareness of Jameson’s most giftable product this Christmas, the brand has launched a new global campaign that features a short film led by Bullet Train actor and rumored next James Bond, Aaron Taylor-Johnson, directed by Academy Award-nominated filmmaker, Yorgos Lanthimos (Killing of the Sacred Deer, The Lobster and Poor Things). The campaign, which explores the craftsmanship behind each bottle, will be showcased in the UK across video-on-demand platforms and social media, as well as on the big screen from 21 November to coincide with the release of Gladiator 2.
Havana Club Limited-Edition Bottle: A Festive Centerpiece
Havana Club has partnered with Toronto-based goldsmith Jonathan Raksha to create a standout bottle for the festive season. Known for his iconic celebrity jewelry designs, Raksha brings his flair to Havana Club’s flagship rum. The bottle, adorned with shimmering gold accents and intricate diamond-like details, reflects the grandeur of Havana’s architecture and culture. The Havana Club Añejo 7 Años x Jonathan Raksha bottle will be available at major grocers (excluding Asda) and wholesale from the end of November.
Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.
This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.
Bringing the jumpers to life, a series of social videos sees models showcase the jumpers whilst sprinkling in a few recognisable footballer celebrations. Fans will have a chance to win one of these rare Christmas jumpers through an online competition on the brand’s social media channels.
The kit comes in two distinct variations: a green Carlsberg Danish Pilsner ‘Home’ kit, featuring the number 12 for the 12 days of Christmas, as well as a blue ‘Away’ kit for those who are celebrating Christmas away from home, with 00 on the back encouraging drivers to choose the alcohol-free Carlsberg 0.0.
“We had an amazing response from our followers to a mock-up Carlsberg Christmas jumper that we shared last year, and this year we wanted to give our fans an early Christmas gift by launching the real thing,” Sam Johnson, head of marketing, said.
“Carlsberg has such a strong association with football, and we wanted to celebrate this with these fantastic Christmas jumpers, whilst keeping the sense of humour the brand is renowned for. With a ‘knit launch’ in the colours of our classic Carlsberg Danish Pilsner and for our alcohol-free Carlsberg 0.0, we’re making sure everyone can be involved and enjoy the festive season responsibly.”
As part of the campaign, the brand is raising awareness of the Drinking Check from Carlsberg Marston's Brewing Company’s responsible drinking charity partner, Drinkaware, with a social story encouraging fans to take the Check for a Christmas that is both ‘noughty’ and nice.
Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.
Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.
The three varieties available in new 500ml cans have been carefully selected, with sales data places them as the best selling in Boost’s 250ml Energy range.
Boost Original Energy is rated first for taste among Original competitor products, and Original flavours remain strong in the category with a 28 per cent year on year growth. With flavours representing 32 per cent of Energy Stimulation sales, marking a substantial +28 per cent growth YoY, Red Berry is a guaranteed hit with consumers in the new larger can. Plus, the sugar-free energy drinks category has seen a remarkable +23 per cent YoY increase, and the new 500ml Sugar Free Original can caters for the growing trend in health-conscious consumers, with one in three now opting for more sugar-free beverages.
Adrian Hipkiss, Commercial Director at Boost Drinks says: “It is a very exciting moment for us to be expanding on our hugely successful 250ml energy range with a new 500ml offering. We’ve identified the trend in consumer demand for larger, on-the-go formats with 500ml showing huge growth in the sector, so to be able to launch our iconic Original flavour, also in Sugar Free, alongside the flavour-favourite Red Berry is not just huge for consumers looking for a bigger can on the go, but also for retailers who can now enjoy XL profits. We’re forever committed to innovation and excellence within the soft drinks category and are excited to see the new cans roll out across wholesale and convenience.”
These new products underscore Boost's continual dedication to offer retailers the opportunity to communicate great value on fixture vs. the major multiples, in line with its Honest Broker approach that underpins Boost’s commitment to being a transparent and collaborative partner to wholesalers and retailers.
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Smirnoff announces new global partnership with Troye Sivan
Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.
One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.
Amidst this busy schedule, Sivan will now step into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The campaign is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, it aims to create a more connected, open and exhilarating world.
“We are so excited to partner with Troye - as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas at Diageo, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The partnership launched this week across socials, after a series of teaser drops, with a video showing Sivan taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world.
Sivan said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of. "Go OFF” is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne.
The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries including the UK, Brazil, Australia and India over the coming months and forms part of Diageo's wider focus on embedding their brands at the heart of key cultural moments for consumers - from music and fashion to sports, food and more.