To fill a gap in the market for accessibly priced gut health pet nutrition solutions, Proteine Resources announced VELI, a range of functional wet pet foods made with an alternative protein ingredient. The line features EntoPro, made from insect-derived protein and functional bioactives sourced from mushroom by-products, which delivers protein, prebiotic fiber and bioactive compounds. This alt-protein is paired with postbiotics to support both gut and skin health.
Proteine Resources is currently seeking partnerships with direct-to-consumer pet food brands, retail chains, and private-label manufacturers interested in the functional wet pet food segment. Ahead of its official market launch, VELI is running a product testing platform and planning to get ingredient certification for EntoPro in Canada and the United States later this year.
Alt-Protein Pet Foods
VELI's Functional Wet Pet Food Features an Insect-Derived Protein Ingredient
Trend Themes
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Alternative-protein Pet Foods — Emergence of affordable, nutrient-dense proteins for pets creates potential to upend traditional meat-based formulations with sustainable, scalable ingredient sources.
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Insect-derived Functional Ingredients — Use of insect protein combined with bioactive compounds signals a shift toward multifunctional ingredients that deliver nutrition plus targeted physiological benefits.
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Postbiotic-enhanced Pet Nutrition — Growing incorporation of postbiotics and prebiotic fibers into wet foods indicates a move from basic feeding to microbiome-focused products that differentiate on gut and skin health outcomes.
Industry Implications
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Pet Food Manufacturing — Manufacturers capable of integrating novel proteins and bioactives into wet formats stand to redefine product portfolios and cost structures across mainstream and premium lines.
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Retail Pet Chains — Retailers offering shelf space to functional, alt-protein pet foods may transform category assortment and consumer expectations around sustainability and health claims.
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Ingredient Certification and Testing — Certification bodies and testing labs positioned to validate safety and efficacy of insect-derived and postbiotic ingredients could become gatekeepers for market access in new protein categories.