CAFRE backs pet food innovation as new dog gravy range moves towards market launch

Garrett McCartney from Belfast, proud owner of Bran & Birdy’s with Hayley O’Neill, Food Technologist at CAFRE.

A new Northern Ireland pet food venture is moving closer to commercial launch after securing specialist support through an Invest NI-backed collaboration with the College of Agriculture, Food and Rural Enterprise, in a project aimed at reshaping how dry dog food is served and consumed.

Bran & Birdy’s has worked alongside CAFRE’s Loughry Campus to develop a range of dog gravy products designed to enhance traditional dry kibble feeding, combining improved palatability with nutritional support in response to shifting consumer expectations around pet health and wellbeing.

Innovation driven by consumer demand

The collaboration was delivered through Invest Northern Ireland’s Innovation Voucher funding scheme, enabling the early-stage business to access technical expertise and development facilities that would otherwise have been difficult to secure.

Work began with detailed market intelligence research carried out through Invest NI’s Consumer Insight Clinic, held monthly at Loughry Campus. The research examined trends within the pet food sector, identifying growing demand for functional, clean-label products that improve hydration, support wellbeing, and encourage appetite in dogs.

These insights shaped the direction of the project, highlighting a clear opportunity for complementary products that enhance, rather than replace, complete dog foods already on the market.

From concept to formulation

Building on this research, CAFRE supported a structured programme of recipe development and formulation. Multiple gravy concepts were created, with careful attention given to ingredient functionality, taste appeal for dogs, ease of use for owners, and compatibility with dry kibble feeding.

The resulting formulations were designed to work alongside complete diets, helping to maintain balanced nutrition while improving the overall feeding experience for pets.

A central part of the process involved detailed nutritional profiling to ensure the products align with recognised pet nutrition guidelines and reflect Bran & Birdy’s focus on quality, transparency, and responsible pet ownership.

Regulation, responsibility and wider impact

CAFRE also provided guidance on labelling requirements, supporting the company in navigating regulatory obligations and ensuring that product information is communicated clearly and accurately to consumers.

Beyond product development, Bran & Birdy’s has committed to supporting charities that care for and rehome retired racing greyhounds, linking the commercial venture to a wider social impact within the canine community.

Support unlocking early-stage growth

The Innovation Voucher scheme played a key role in enabling the collaboration, offering access to applied research and development expertise at a critical stage in the company’s growth.

Garrett McCartney from Bran & Birdy’s said:

“Working with CAFRE through the Innovation Voucher programme has been invaluable. Their technical expertise helped us turn our idea into a well-developed, nutritionally informed product that we can confidently bring to market.”

CAFRE said the project highlights how targeted support and industry-academic collaboration can help new businesses bring innovative, value-added products to market, particularly within Northern Ireland’s expanding pet food sector.

The college added that it looks forward to seeing Bran & Birdy’s dog gravy range progress from development into commercial success, as demand continues to grow for products that prioritise both pet nutrition and owner convenience.

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At a glance

• CAFRE has supported Bran & Birdy’s in developing a new dog gravy range

• Project delivered at Loughry Campus with Invest NI Innovation Voucher funding

• Research identified demand for functional, clean-label pet food additions

• Products designed to complement dry kibble, not replace complete diets

• Nutritional profiling ensured alignment with pet nutrition guidelines

• CAFRE provided regulatory and labelling guidance

• Company has committed to supporting greyhound rehoming charities

• Collaboration aims to bring a market-ready product to launch stage