Animeal

Milan is a city with a large pet population. In fact, there are over 230,000 pets, more than 10 shelters for cats and dogs, and over 1,000 cat colonies. While some pets are fed well with meat-based food, others often face hunger.
Have you thought about the environmental impact of our pets’ diets? Industrial farms are major contributors to greenhouse gas emissions, as well as excessive land and water use.
Meanwhile, both grocery stores and individuals waste tons of perfectly edible food each year. That’s why we decided to turn this food into nutritious, sustainable meals for pets.
Simply choose your pet’s menu and quantity on the Animeal app, and we’ll deliver it to your door or you can find us at your nearest supermarket. If you have food near its expiration date, don’t toss it! We’ll collect it, check it with our AI software, and turn it into pet food.
With your support, we’re closing the loop by providing better food for pets and promoting the circular economy in our cities.

CREATING ANIMEAL – A COLLABORATIVE DESIGN JOURNEY
In this video, join me for an inside look at a co-design session where we collaborate with a diverse group of designers, users, and stakeholders to create Animeal, an innovative solution aimed at turning food waste into nutritious, sustainable meals for pets. Watch as we brainstorm, share ideas, and build prototypes together, showcasing the power of co-design in action! Whether you’re a designer or just interested in the creative process, this video offers valuable insights into how collaboration leads to impactful solutions.

ENHANCED USER EXPERIENCE: PRACTICAL FEATURES AND EXTRA BENEFITS
In addition to its commitment to sustainability, Animeal offers a seamless and enhanced user experience. The service provides customizable meal options designed to cater to different pet sizes and preferences, ensuring that every pet gets the right amount of nutrition. The app’s integration with real-time delivery tracking allows pet owners to stay updated on their orders, providing peace of mind with every purchase. Animeal also goes a step further by incorporating educational tools within the app, guiding users on how to make the most out of expiring food through easy-to-follow recipes tailored to meet pets’ dietary needs. Moreover, customers can engage with the app’s environmental impact tracker, gaining insight into how their choices contribute to the reduction of food waste and lower their carbon footprint, helping them feel connected to the larger goal of sustainability. These thoughtful features, coupled with intuitive design, make Animeal a holistic, user-friendly solution for both pets and their eco-conscious owners.

Animeal is sustainable because it repurposes surplus food from retailers, reducing food waste and minimizing environmental impact. It’s healthy as the meals are made from carefully selected ingredients that meet pets’ nutritional needs without chemical preservatives. Finally, it’s ready to eat because the food is conveniently packaged in resealable, reusable aluminum capsules, making it easy to store and serve without any hassle.

THE GROWING ROLE OF PETS IN MILAN AND THEIR ENVIRONMENTAL IMPACT
Milan, one of Italy’s most vibrant cities, is home to over 230,000 pets. This diverse population includes common pets like dogs and cats, as well as more unconventional animals. With 10 animal shelters and over 1,000 feline colonies spread across the city, Milan’s pet community plays a pivotal role in its urban environment. However, as the number of pets continues to rise, a crucial question arises: how much do pets consume, and what are the environmental consequences of their consumption?

On average, dogs eat around 320 grams of food per day, while cats consume approximately 150 grams daily. This translates into an impressive 144 kilograms of pet food per pet each year. While these figures might seem modest on an individual scale, when applied to the entire pet population of Milan, the environmental impact becomes substantial. As highlighted by Miguel Brandão (2017) in his Sustainable Food Production and Consumption lecture at the KTH Royal Institute of Technology, food production contributes to 14.5% of global greenhouse gas emissions, 70% of agricultural land use, and 15% of global water consumption.

THE ENVIRONMENTAL FOOTPRINT OF PET FOOD CONSUMPTION
The collective environmental footprint of Milan’s pets is significant. These animals produce 91,000 tons of greenhouse gases annually—further contributing to the global climate crisis. On a broader scale, Italian households generate 2.5 million tons of household waste each year. A large proportion of this waste consists of food that could have been consumed but is instead discarded. In 2017, Banco Alimentare, a leading Italian non-profit organization, collected 91,235 tons of surplus food from retailers, yet even more food is lost during production, distribution, and consumption.

Food waste refers to edible products discarded due to inefficiencies in the supply chain—items that are never sold or consumed by the intended recipients. One innovative solution to this issue is re-purposing surplus food, particularly for pet nutrition, to reduce waste and lower the environmental impact.

INTRODUCING ANIMEAL: A SUSTAINABLE PET FOOD SOLUTION
Animeal, a groundbreaking initiative based in Milan, tackles the pressing issue of food waste while providing pets with nutritious and eco-friendly food. The company produces pet food entirely from surplus food sourced from supermarkets, retailers, and other food outlets. This surplus food is carefully selected to meet the dietary needs of pets, while simultaneously combating food waste and minimizing environmental damage. Animeal’s products are stored in a controlled environment to maintain quality without relying on harmful chemical preservatives, offering a healthier, more sustainable alternative to traditional pet food.

Animeal’s pet food is designed to be both convenient and practical. It is packaged in easy-to-open, resealable, and reusable aluminum capsules that help preserve freshness and make it simple to store in the fridge. Meals are available in various sizes, from small to large, and come in different quantities, including 1-10 meals, 10-30 meals, and 50-100 meals, depending on the pet’s specific needs.

INNOVATIVE FEATURES: BEYOND PET FOOD
Animeal goes above and beyond in its commitment to sustainability. The company offers an advanced app that helps consumers make more sustainable food choices. The app provides users with recipes to help repurpose expiring food, tailored to meet the specific dietary requirements of pets. In addition, the app tracks the environmental impact of each purchase, showing how much food has been saved from waste and the corresponding reduction in CO2 emissions, water usage, and soil depletion.

PARTNERING WITH LOCAL COMMUNITIES TO PROMOTE A CIRCULAR ECONOMY

Animeal sources its raw materials from a diverse range of partners, including local retailers such as greengrocers and butchers, large supermarkets, private households, and untouched food from canteens. The company has established a strong partnership with Banco Alimentare, which collects food surpluses from the retail sector and redistributes them to food banks—both for humans and pets. In addition, Animeal collaborates with Glovo, an on-demand delivery service, to ensure quick and efficient food collection and delivery.

ANIMEAL’S COMMITMENT TO THE CIRCULAR ECONOMY AND SUSTAINABILITY
The company’s operational model is built on efficiency, from sorting and inspecting food to packaging it for shipment. Animeal employees ensure that food quality is checked, cooking processes are monitored, and products are properly packaged before they are delivered to customers. The company’s facilities include both a warehouse and a kitchen, where food is processed and packaged in a way that prioritizes sustainability.

TARGET USERS: ECO-CONSCIOUS PET OWNERS

VISUALIZING SUSTAINABILITY: THE ANIMEAL STORYBOARD
To bring the concept of Animeal’s innovative approach to life, we’ve crafted a storyboard that captures the essence of the company’s mission: reducing food waste and providing sustainable pet nutrition. This visual representation follows the journey of surplus food, from its origins in local retailers and food banks, to its transformation into nutritious meals for pets. By illustrating the core processes—sourcing, sorting, cooking, and packaging—our storyboard emphasizes Animeal’s commitment to sustainability and the circular economy, while also highlighting the technological innovations that make it all possible. Let’s take a closer look at how these ideas come to life on screen.

Animeal primarily caters to eco-conscious pet owners who are committed to reducing their environmental footprint while providing high-quality nutrition for their pets. These individuals are often mindful of the environmental challenges posed by food waste and are looking for innovative, sustainable alternatives to conventional pet food. They value transparency and are eager to make choices that align with their values of sustainability, health, and responsible consumption. Animeal also appeals to busy pet owners who appreciate the convenience of ready-to-eat meals that require minimal preparation, allowing them to easily care for their pets while supporting a circular economy. By tapping into this growing market of environmentally aware consumers, Animeal meets both the practical and ethical needs of today’s pet owners.

TOUCHPOINTS: ENGAGING PET OWNERS AT EVERY STEP

Animeal engages with its users through multiple touchpoints that enhance both the customer experience and its sustainability mission. From the initial discovery of the brand, potential customers can learn about Animeal’s values and offerings through its website and social media channels, where educational content on food waste and sustainability is shared. Once users decide to try the service, they interact with the easy-to-navigate app, which not only allows them to place orders but also provides valuable information on pet nutrition and eco-friendly practices. During the purchasing process, real-time delivery tracking ensures a seamless experience, while customer support is available at every stage to assist with inquiries. After the purchase, the app continues to engage users by offering personalized recipes, impact tracking, and insights into how their choices contribute to reducing waste. By maintaining consistent and informative touchpoints, Animeal ensures that its users feel connected, informed, and empowered throughout their journey.

LEVERAGING TECHNOLOGY TO DRIVE SUSTAINABILITY AND EFFICIENCY
Animeal employs cutting-edge technology to further reduce food waste and improve its sustainability efforts. The company uses Big Data to monitor food waste trends and consumer behavior, helping to optimize its supply chain and reduce waste. By analyzing data from both online purchases and in-store transactions, Animeal can tailor its sourcing strategy to meet demand more efficiently.

In addition to Big Data, Animeal utilizes AI and hyperspectral imaging (HSI) technology to ensure the safety and quality of the food it produces. HSI sensors help detect substandard ingredients, allowing for more efficient use of resources while maintaining food safety standards. Lastly, Animeal incorporates Virtual Reality (VR) to provide customers with a transparent, behind-the-scenes look at its production processes. This immersive technology enhances customer engagement by offering them a firsthand experience of how their pet’s food is created, fostering trust and building brand loyalty.

Conclusion: Pioneering a Sustainable Future for Pet Care and Food Waste Reduction

By embedding sustainability into every aspect of its operations, Animeal offers an innovative solution to food waste, pet nutrition, and environmental preservation. As the company continues to grow, it serves as a prime example of how technological innovation, partnerships, and a commitment to sustainability can drive meaningful change. By reducing food waste, minimizing carbon footprints, and promoting a circular economy, Animeal is shaping a sustainable future for pets and the planet.