Canadian alt-protein company Cult Food Science has introduced a new line of vegan cat treats through its pet-focused brand Noochies. The freeze-dried snacks feature the company’s patented Bmmune ingredient, a cultivated blend of nutritional yeast and fermented fungi, and are now available in North America.
The treats are designed to offer cats a protein and amino acid profile similar to that of chicken or lamb, according to Noochies founder Joshua Errett, who is also vice president of product development at Cult Food Science. He described the product as high in protein, dietary fiber, and B vitamins, and claimed it to be the healthiest cat snack currently on the market.
“This is the first of its kind in North America,” Errett said, adding, “I don’t believe there is a healthier cat snack in the world today.”
The treats come in eco-friendly packaging made from post-consumer recycled materials and are shipped using carbon-neutral methods.
Bmmune, the key ingredient, is a cultivated yeast—not to be confused with brewer’s or wild yeast. While the formula does not include cultivated meat, it is rich in postbiotics and polyphenols, which are believed to support gut health, reduce inflammation and oxidative stress, and suppress cancer-linked bacterial activity in cats.
Noochies was originally part of BioCraft Pet Nutrition (formerly Because Animals), co-founded by Errett and CEO Shannon Falconer. In 2022, Errett left BioCraft and acquired the Noochies brand and all related formulations, allowing him to relaunch the product independently under Cult Food Science.
Falconer said BioCraft is now focusing exclusively on cultured meat for pets and has discontinued its nutritional yeast products. The company has also introduced AI and machine learning tools to advance research and identify cost-effective, regulation-friendly ingredients for its products.
Cult Food Science has broader ambitions in the alternative pet food space. In August, the company partnered with Singapore’s Umami Bioworks to develop Marina Cat, a new brand combining cell-cultured red snapper with Bmmune. Production is expected to begin later this year, with plans for a wider launch in 2024.
“My vision is that we no longer have to slaughter animals to feed our cats,” said Errett. “This brand is one step closer to that reality.”
Other players in the cultured pet food industry include Bond Pet Food, which created cultured chicken in 2020, and Wild Earth, known for both vegan products and a chicken broth topper developed through cell cultivation. The market also includes vegan pet food brands such as Omni, The Pack, V-Dog, Hownd, and Benevo.
While cats are traditionally obligate carnivores, research is beginning to challenge concerns about plant-based diets. A recent survey of 1,369 cat owners found that those feeding their cats a vegan diet reported fewer vet visits, reduced medication use, and overall better health. However, only 127 cats in the study were on vegan diets, making the sample size small.
Another 2021 study of over 1,000 cats found that guardians of plant-based pets were more likely to report their animals in “very good health.” This trend is gaining traction with consumers: a UK survey by The Vegan Society in 2022 found that 40% of people feeding their cats a vegan diet do so because they believe it is healthier.
Errett says he remains committed to fully plant-based products for now. “I’m mission-driven, for animals and the environment,” he said. “Everything I do will be vegan—at least until cell-cultivated meat gets regulatory approval.”
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