Cultivated pet food company Friends & Family has introduced a range of broth toppers made from cultivated Japanese quail, extending its Singapore product line into one of the higher-priced formats in the pet food category. Broth has become a premium format in pet food. © Friends & Family Pet Food“My strategy with our broth (and across all our lines) is create a consumer surplus: more-than-expected value for less-than-expected price. Products are sold direct-to-consumer and through Singapore pet retailer Vanillapup, with prices ranging from S$14 to S$32. The company has also been developing cultivated seafood pet products, having partnered with UMAMI Bioworks on pilots across Europe and Asia.