MARS to Expand Use of NZ’s Green-Lipped Mussel in Petfood

MARS, the world’s largest pet nutrition company, is expanding its use of NZ’s green-lipped mussel extract in a new pet food range. The move is set to boost the country’s aquaculture industry. 

New Zealand public relations agency Impact PR was on hand to leverage the story in local media for their client. Positive media coverage was seen in a wide range of high-reach titles including the New Zealand Herald and Newstalk ZB.

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 World’s Largest Petcare Firm to Expand Use of NZ’s Green-Lipped Mussel

New Zealand’s aquaculture industry is poised to benefit from the increased use of green-lipped mussel extract in functional pet foods by the world’s largest pet nutrition company.

Canine osteoarthritis, a prevalent degenerative joint disease, significantly impacts dogs’ quality of life, especially in older and overweight dogs. The condition affects up to 20% of dogs over one year old, with prevalence rising to 80% in dogs aged eight years or more.

This growing issue is linked to longer lifespans, rising obesity rates, and improved diagnostics. The kūtai, or green-lipped mussel (Perna canaliculus), native to New Zealand, is the country’s most valuable aquaculture species, generating $336 million annually in export revenue.

New Zealand’s regional aquaculture facilities heavily rely on wild-caught baby mussels, or spat, which are found attached to seaweed on Te Oneroa-a-Tōhe/Ninety Mile Beach in the Far North.

The canine arthritis treatment market is expanding at a rate of 4% annually and is projected to reach $6.3 billion within the next decade as more dogs are diagnosed with the condition.

Scientists at the Waltham Petcare Science Institute in the UK first identified 25 years ago that a diet rich in green-lipped mussels supports canine joint health, promoting cartilage regeneration and reducing joint inflammation for improved mobility.

Recently, locally grown and refined green-lipped mussel extract was exported to Australia for inclusion in the Advance brand functional pet food by Mars, the world’s largest pet food company. Rapid sales growth in Australia has prompted the brand’s launch in New Zealand, with increased demand for the mussel extract to meet trans-Tasman needs.

Dr Fiona Patterson, a veterinarian at Mars Pet Nutrition, notes that while there is no cure for canine arthritis, the industry is focused on managing the condition’s symptoms. She highlights that Advance pet food diets containing green-lipped mussel powder are clinically proven to support joint health in dogs.

She explains that dogs are among the most diverse species, largely due to selective breeding for specific attributes like shepherding and companionship. 

“The close bond between humans and their pets means that we notice when something is amiss with their health.

“Osteoarthritis, which affects one-fifth of dogs over one year old, is the leading cause of chronic pain in dogs. If left untreated, it can lead to persistent inflammation and joint degradation, causing significant discomfort as dogs age.

“The predisposition to osteoarthritis is influenced by various factors, including genetics, obesity, conditions like hip or elbow dysplasia, previous joint injuries, and developmental disorders. Green-lipped mussel powder provides essential building blocks of cartilage, such as chondroitin and glucosamine, which may help manage arthritic symptoms in dogs after veterinary consultation,” she says.

Mark Vette, a Dog Zen animal behaviourist, adds that a good diet is crucial for a dog’s mood, behaviour, and overall well-being. 

He emphasises the importance of the gut biome in supporting brain health, which influences mood and behaviour. 

“Nutritionally complete and balanced pet foods, like the premium Advance range, ensure dogs receive the essential nutrients they need. Though some pet foods may be expensive, they can be a cost-effective way to support long-term health,” he says.