Australian startup Magic Valley has launched Rogue Pet, a brand of cultivated meat treats for dogs aimed at generating early revenue. On its sixth anniversary, the food technology company began selling dog treats under the Rogue Pet label, marking the first time cultivated meat has been made available for pets in Australia, according to reporting by Anay Mridul for Green Queen Media.
The hybrid product, marketed as Training Bites, combines cultivated pork with oat flour, apples, sweet potatoes and brewer’s yeast. It is being introduced through fashion-style “drops”, with each 50 grams pack priced at A$14.95.
Rogue Pet is positioned as an initial commercial step to demonstrate the potential of Magic Valley’s cultivated meat while helping to build consumer confidence in the technology. The strategy also reflects the strong presence of pets in Australian households.
Nearly three in four households in Australia (73 percent) own a pet, with dog ownership rising from 40 percent in 2019 to 49 percent in 2025.
At the same time, the Australian plant-based petfood market is estimated to reach US$89.7 million by 2025 and is projected to grow to US$241.8 million by 2035, expanding at a CAGR of 10.4 percent during the assessment period from 2025 to 2035.