Mars is investing £1.2m in its Birstall research and development hub to expand capability in the design, development and rollout of new pet care products.
The move is aimed at meeting changing owner needs as the global pet care market is forecast to grow 45% by 2030.
The Birstall innovation hub has helped develop well‑known treats such as Pedigree’s Dentastix, Jumbone and Markies, alongside health‑focused launches in vitamins and supplements. Work at the site is driven by consumer and animal insight—from taste and texture to shape and smell—underpinned by nutrition expertise.
The redesigned facility provides a purpose‑built environment for rapid iteration, with spaces for prototype evaluation, product pitching and creative experimentation. A custom‑built kitchen supports daily product reviews to check that items produced in the adjacent factory meet the brand’s quality standards.
The spend forms part of a wider European investment programme. In 2025, Mars committed €1bn (£860m) to strengthen manufacturing, sustainability and innovation across Europe by 2026, building on more than €1.5bn spent over the past five years.
