Mars’ pet venture accelerator unveils new cohort

The San Francisco-based pet care startup accelerator has announced the companies selected for its 3-month accelerator program starting on 24 February 2025. Each company will receive $200,000 (€192K) and mentorship on future fundraising.

Concluding on 16 May 2025, startups will be given the opportunity to pitch to investors from the Mars Petcare and Michelson Found Animals networks. GlobalPETS rounds up an overview of each chosen company.

1. BistroCat

BistroCat has developed an automated wet cat food feeder that uses smart technology to accommodate individual cats’ flavor preferences and monitor their feeding habits. This product aims to make feeding easier for cat owners while promoting more balanced and consistent pet nutrition.

2. Buddy Bites

Buddy Bites is a pet food brand dedicated to donating to animal shelters with every order. By providing high-quality nutrition for pets, the brand also aids animals in need, appealing to socially conscious consumers who want their purchases to create a meaningful impact.

3. Happy Howl

Happy Howl offers human-grade dog meals that blend quality and convenience and are designed to promote better health and longevity through nutrition. The company emphasizes providing nutrient-dense meals that are also convenient for pet owners.

4. James & Ella

Founded by British entrepreneur James Middleton, James & Ella is a pet wellness company that offers premium freeze-dried raw and raw-hybrid dog food. Inspired by Middleton’s late dog, Ella, the company aims to make high-quality pet food accessible and convenient. They provide personalized meal plans tailored to dogs’ individual needs, delivered directly to customers’ doors. Recently, James & Ella won the Pet Industry Federation’s New Product of the Year award.

5. Oh Norman!

Oh Norman! creates all-natural, vet-reviewed pet products, including items designed to enhance their well-being while giving back to rescue dogs in need. The company’s mission is to combine innovation with social responsibility, ensuring its products benefit pets and the broader animal community.

6. Otis

Otis is the first pet company dedicated to democratizing access to prescription medications for chronic and recurring conditions that affect approximately 200 million U.S. pets. By providing affordable and accessible medication options, Otis aims to improve the quality of life for pets suffering from long-term health issues. Its approach addresses a significant gap in the pet healthcare market.

Leap Venture Studio & Academy focuses on investing in and supporting early-stage companies in the pet care industry. It nurtures startups working on new technologies, products and services that positively impact pets and their owners while appealing to pet parents who value sustainability, affordability and accessibility.