Friends & Family Adds Cultivated Quail Broth Toppers to Its Singapore Pet Food Line

Founder and CEO Joshua Errett made public the launch on LinkedIn, stating the product would reach the firm’s website and physical stores in Singapore within the week. The toppers come in two functional formulas, Skin & Coat Glow and Teeth & Gum Care, each available for dogs and cats. Per to the business, every formula contains postbiotics delivered within the meat and broth rather than added separately.

Friends & Family states that the Skin & Coat formula uses postbiotics shown to support skin health and reduce noticeable itching within a month, while the Teeth & Gum formula supports oral health without brushing. The product can be served dry as a topper or dissolved in hot water to form a broth poured over wet or dry food. Broth has become a premium format in pet food.

To match the nutrition of our product, a consumer in Asia would need to pick up broth plus a supplement, spending about ~50% more,” Errett wrote. A cultivated line built for retail Friends & Family produces meat grown directly from animal cells, without raising or slaughtering animals. Going to The firm received AVS regulatory approval in Singapore in 2025, and, it began selling cultivated pet food on continuous retail shelves there in May 2026, describing the range as the first of its kind in Asia.

The broth addition sits alongside the business’s existing freeze-dried treats, which span four functional platforms: Pure Protein, Digestive Balance, Teeth & Gum Care, and Skin & Coat Glow. Products are sold direct-to-consumer and through Singapore pet retailer Vanillapup, with rates ranging from S$14 to S$32.

The firm has as well been developing cultivated seafood pet products, having partnered with UMAMI Bioworks on pilots across Europe and Asia. Errett ceased trading his announcement by extending the pricing logic beyond his own product: “So for anyone interested in how to market a cultivated meat brand, or really any challenger brand, that’s my solution.”