Known for its pioneering work in the pet food industry, Marsapet is breaking new ground once again — this time with MicroBell, a fully vegan dog food based on microbial protein. We spoke with Managing Director Marcel Hoffmann and Sales Manager Bert Fuhrmann about the science, sustainability, and strategy behind this bold innovation.
Germany-based Marsapet GmbH has carved out a distinctive niche in the pet nutrition sector by including sustainable alternative proteins in their products. From the early adoption of insect-based ingredients to cutting-edge supplements, the company has consistently stayed ahead of the curve. Its latest release, MicroBell, is the world’s first dry dog food to feature FeedKind® — a microbial protein with an amino acid profile comparable to chicken. But the innovation doesn’t stop there. With strong scientific backing, regulatory compliance, and a deep commitment to environmental responsibility, Marsapet is redefining what pet food can be. We caught up with the company’s leadership to learn more.
For those unfamiliar with Marsapet, could you briefly introduce the company and its main areas of focus?
Marcel Hoffmann: Marsapet has been around for roughly ten years, but our dry food brand Bellfor has a history going back more than 25 years — it was actually founded by my father.
We began with grain-free dry foods that had a high meat content. Then, about nine years ago, we developed the idea of using insect protein in dog food. We were the first in the world to launch a dry dog food with this protein source, and it was a big success.
That success encouraged us to expand our range — we started producing wet foods, treats, and supplements using the same protein base. Insects proved especially popular in Asian and European markets. Later, we applied the same approach to cat nutrition, launching similar products under our I Love My Cat brand.
Beyond pet food, we also produce fish feed under the KI-JA-KO brand and recently introduced MarsaVet, a product line developed specifically for veterinarians. These include supplements and care products targeting specific health issues.
Our headquarters are located between Cologne and Bonn in Germany. And just this past February, we launched MicroBell — a dry dog food that’s not only vegan, but based on a novel protein source derived from microbial fermentation.
Bert Fuhrmann: At this point, we have around 90 different products that use insect or other alternative proteins. These range from pet care items to oral health supplements — we even use insect oil, which is highly effective against ticks and fleas.
Our product development process is guided not just by market trends, but by scientific validation. Back in 2016–2017, we partnered with the University of Veterinary Medicine in Hanover on a PhD project specifically focused on insect protein in dog food. That academic foundation is an important part of our company DNA.
While some still view insect protein as a “niche,” it’s become mainstream for us. Demand for alternative proteins is growing — and we’re focused on meeting that demand.
You recently announced a partnership with Calysta to launch Microbell, the first dog food to feature FeedKind Pet protein. Given that microbial proteins are still relatively new in pet nutrition, some might see this as a risky move. What inspired you to choose this ingredient, and how has the market responded so far?
Hoffmann: Insect protein remains a very valuable ingredient in pet nutrition. But we’ve always had the goal of developing a truly vegan dog food — not just plant-based, but one that’s nutritionally complete.
Existing plant proteins like soy or pea often lack the right amino acid profile for dogs — and especially for cats. So last year, while attending Interzoo 2024, we came across FeedKind, a novel microbial protein. After doing some research, we found that Oxford University had studied it previously. When we analyzed its amino acid profile, we discovered it was very close to that of chicken. That was the lightbulb moment — a fully vegan protein source that’s also complete and highly digestible.
We launched MicroBell a few months ago, and the feedback has been overwhelmingly positive. This isn’t about replacing insect protein — it’s about offering an additional high-quality, sustainable solution for a different consumer segment. Specifically, for dog owners who follow a vegan lifestyle or are deeply invested in sustainability.
Fuhrmann: The vegan pet food market is bigger than we anticipated. In the UK, for example, there’s strong demand for vegan nutrition — not just for humans, but for their animals, too.
Before launch, we conducted nine months of feeding trials. Our formulation is not only proven through practical use but also backed by science. We’ve also secured GRAS approval in the United States, allowing FeedKind to be used as a feed ingredient.
And we’re proud to say that Professor Andrew Knight, one of the leading figures in vegan veterinary nutrition, is now promoting the product in countries like Thailand, Mexico, and the U.S.
Can you share more details about the trials and the effect of FeedKind on dog health? And will there be a version for cats?
Hoffmann: Right now, we’re focused on dogs. We’re already working on wet food and snack formats. Cats are a bit trickier due to their selective palates and specific nutritional needs, so that development will take longer.
Fuhrmann: We’ve run some initial tests and results were promising — but to stay 100% vegan, we can’t use chicken or salmon oil as flavor enhancers, which makes things more complex. That said, we’ll follow a similar path to what we did with insect protein — one step at a time.
What’s great about FeedKind is its naturally high glutamic acid content. This gives the food a strong umami flavor — and dogs love it. So far, we haven’t seen any dog reject it.
The world doesn’t need another chicken-based pet food. We want to be different. Our goal was to develop a truly vegan, nutritionally complete, everyday food — and with MicroBell, we believe we’ve achieved that.
MicroBell is currently available only as dry food. Can we expect other formats soon?
Hoffmann: We’re currently in the development phase, so I can’t share too much just yet. But our plan is to launch a wet food version later this year, also based on FeedKind and, of course, fully vegan.
As always, we don’t just want to put out a “marketing product.” We aim to deliver complete, balanced nutrition. Once we’re confident in the formulation, we’ll be ready to go to market.
Sustainability is a major concern for modern consumers. How do your products contribute to environmental goals?
Hoffmann: Neither insect protein nor FeedKind require farmland — which is a huge contrast to traditional meat production, with its high demand for land and water and its contribution to deforestation.
Insects, for instance, feed on agricultural by-products that would otherwise go to waste. Even the frass — insect excrement — is recycled as fertilizer. Personally, I think we should pay more attention to water use in the pet industry, not just carbon emissions. If 80% of dogs in the world were fed with alternative proteins, we’d save millions of liters of water.
How does MicroBell differ most from traditional pet food?
Fuhrmann: Both insect protein and microbial protein have their benefits. But insect-based food isn’t vegan, so it’s important to offer options in both fields.
But from a sustainability standpoint, FeedKind is exceptional. Unlike many fermentation-based proteins, it doesn’t require external energy inputs during production. The bacteria are activated using methane gas — a very efficient process.
There are still regulatory limits. For example, in wet food, we can’t use as high a concentration of FeedKind as in dry food. But we ensure all our formulations meet both FEDIAF and AAFCO standards.
The world doesn’t need another chicken-based pet food. We want to be different. Our goal was to develop a truly vegan, nutritionally complete, everyday food — and with MicroBell, we believe we’ve achieved that.
Hoffmann: We’re excited to be leading this movement. Our goal was to create a fully vegan dog food that could be fed daily—not just as an occasional snack or supplement. That’s still our main focus.
We want to be pioneers, and more importantly, we want to give pet owners truly sustainable, innovative alternatives to the conventional products on the market.
