The Birstall site has been the birthplace of several Mars pet care creations, with Pedigree Dentastix, Pedigree Jumbone, and Pedigree Markies all invented at the West Yorkshire hub.
With the global pet care market expected to grow by 45% by 2030, this £1.2 million investment will further enhance Mars’ capabilities to innovate in the pet care category.
Alongside being central to the development of some of the market’s leading pet treats, the hub has also been behind several pet vitamins and supplements launches, including those for joint support and immunity.
The upgraded innovation hub provides a purpose-built environment, aimed at encouraging creativity and collaboration. It includes spaces for prototype evaluation, zones for product pitching, and facilities for creative experimentation.
The new facility also features a bespoke kitchen for the daily product review, which Mars says will ensure the products leaving the next-door factory adhere to its “rigorous” quality standards.
Commenting on the newly designed hub, Elisabetta Pierangelo, VP for global R&D at Mars Pet Nutrition, said: “Innovation allows us to stay connected to our consumers, solve pet parenting pain points, and design products that improve the experience of pet ownership. By strengthening our innovation capabilities, we can anticipate their evolving needs and deliver category leading products.
“Our investment in the Birstall Innovation Hub reflects a long-term commitment to advancing innovation and technology, and to delivering the highest-quality products for the 455 million pets and pet parents who rely on us every day.”
The investment forms part of a broader European investment programme at Mars, underscoring its R&D-focused strategy.
In 2025, the company committed €1 billion (£860 million) to strengthen manufacturing, sustainability and innovation across Europe by 2026, building on more than €1.5 billion invested over the past five years.
