An entire S$150 million industry is being built around fresh pet food in Singapore

For decades, the answer to feeding your pet was simple: open a bag of kibble, scoop some into a bowl, and that’s it—you were done.

Dry kibble has always dominated the global pet food market, and Singapore is no exception. It is cheap to produce, easy to store, and heavily marketed. For most pet owners, it has simply always been “the way.”

But increasingly, pet owners are asking harder questions. What exactly goes into those brown pellets? What is their nutritional value? And why do so many pets, even on premium kibble, still suffer from chronic ailments?

For a growing number of Singapore pet owners, the answer has been to ditch the bag entirely. They are turning to fresh pet food—minimally processed, human-grade meals made from real ingredients like sous vide chicken and bone broth. It costs a lot more, but they’re willing to splurge.

To meet the demand, a new wave of local brands has emerged, reshaping a market that, for decades, had remained largely unchanged.

Among them are PetCubes and BOM BOM: two Singapore-based fresh pet food companies that are both seeing market traction that their founders could not have anticipated when they first started out.

Taking pet nutrition to a new level

For Dr Francis Cabana, Director of Nutrition at PetCubes, the journey into pet food began far from domestic kitchens.

With a PhD in Animal Nutrition, his career has spanned zoos and rescue centres around the world, eventually bringing him to Mandai, where he worked with the Singapore Zoo. There, he began consulting for a local pet food startup—PetCubes—which would later become his full-time focus.

Founded in 2013, PetCubes claims to be Singapore’s first fresh pet food company, entering the market at a time when the concept was virtually unheard of.

“Back then, pet owners really only had two options: highly processed kibble or time-consuming home cooking,” he shared. “We wanted to bridge that gap with something that was both convenient and biologically appropriate.”

But being first came with challenges. Early growth was slow, and convincing pet owners and even veterinarians required extensive education.

“Every conversation was a hard-fought battle,” he said. “We were essentially teaching the market from scratch.”

Over time, however, that persistence paid off. Today, PetCubes operates its own ISO 22000 and HACCP-certified facility in Singapore and has expanded across Hong Kong and Malaysia. It has also achieved a milestone few fresh pet food brands can claim: being stocked in veterinary clinics locally.

While PetCubes emerged from industry expertise, BOM BOM was born out of a deeply personal experience.

Its founder and CEO, Jason Wang, didn’t set out to start a business. In fact, he was preparing for retirement when his dog, Kyubi, began suffering from a host of chronic health issues, from digestive problems to joint conditions.

Frustrated by the lack of clear answers from conventional treatments, Jason began researching pet nutrition himself.

“What started as a personal journey quickly became a much bigger realisation,” he explained. “Many of the issues Kyubi faced were linked to diet, specifically, highly processed kibble.”

Unable to find a product that met his standards, Jason began preparing fresh meals himself. The results were dramatic: within weeks, Kyubi showed visible improvements in his digestion, skin, and energy levels, to the point where friends began asking him to prepare meals for their pets as well.

Eventually, the kitchen-based passion project he started in 2016 became BOM BOM, formally established in 2017.

Today, the company serves around 10,000 customers in Singapore and operates a 5,000 sq ft SFA-licensed facility in Tiong Bahru. It also has a presence in South Korea, with a 9,000 sq ft factory set up in Seoul to cater to its customers there.

The business’s growth has been largely bootstrapped, expanding at over 30% CAGR over the past decade, shared Jason.

What really goes into the bowl

The shift towards cooked pet food is driven largely by pet humanisation: the idea that pets are family members deserving of the same quality of care and nutrition as humans.

While dry kibble still dominates due to convenience and affordability, its growth has plateaued. In contrast, the fresh and cooked pet food segment—still only about 10–20% of the market, according to Jason—is expanding rapidly.

The fresh dog food market in Singapore was estimated to have reached about S$150 million in 2025, driven by rising pet ownership and premiumisation trends.

Pet owners who have made the switch are noticing real, tangible changes in their pets’ health.

Dr Francis notes that after just three days on PetCubes, pets’ stools become smaller, darker, and less odorous—a clear sign their bodies are absorbing real nutrition instead of passing synthetic fillers.

PetCubes achieves these results through its thoughtfully crafted menu, which features 12 single-protein options ranging from rabbit and venison to crocodile and even insects.

Each meal is “gently cooked” at 75–80°C for at least 45 minutes—a low-and-slow method that eliminates pathogens while preserving delicate nutrients like vitamins, antioxidants, and proteins, which are often destroyed during the high-heat extrusion process used for kibble. The brand also offers raw options for pets that prefer an uncooked diet.

On the other hand, BOM BOM focuses on customised nutrition. Each meal is crafted on demand for individual pets based on age, breed, activity level, and specific health conditions.

Its smart factory rigorously checks portioning, fat content, and ingredient quality, while lab-tested produce and strict farm-to-bowl SOPs ensure freshness and safety.

This precision-led approach means pets often see measurable improvements in digestion, energy, coat health, and even chronic conditions—demonstrating the benefits of nutrition tailored to the individual rather than a one-size-fits-all formula.

Making an impression on the traditional market

As the category grows, so does competition.

New fresh, frozen, and freeze-dried brands are entering the market at an accelerating pace, offering pet owners a wider range of options than ever before. But perhaps the most telling sign of disruption is how traditional players are responding.

According to Dr Francis, major kibble brands have begun adopting language like “raw-inspired” and “ancestral feeding”—a shift he sees as validation rather than competition.

“When billion-dollar companies start mimicking your messaging, it proves that the demand for less processed, natural food has truly made an impression on the traditional market,” he said.

“The disruption is happening because we’ve raised the bar on what a pet’s bowl should look like, and now the rest of the industry is trying to keep pace.”

Jason echoes a similar sentiment but adds that the next phase of growth must go deeper.

Right now, there are no consistent standards defining what “fresh” actually means. As a result, brands can label their products as fresh without ensuring they are truly nutrient-dense or biologically appropriate.

“The industry needs to move beyond using fresh as a marketing term. We need clearer nutritional standards, greater transparency, and better education on long-term health outcomes.”

A market still finding its feet

While both PetCubes and BOM BOM see fresh feeding as still being in its early stages, the opportunities for growth are undeniable.

In Singapore, both brands are actively expanding their presence to reach more mainstream consumers. PetCubes has strengthened its footprint in major retailers like Pet Lovers Centre, while continuing to grow its online and subscription channels.

It has already seen striking growth. “We’ve grown our revenue by over 400%,” said Dr Francis, adding that the business produces “hundreds of thousands of fresh meals” annually.

BOM BOM, on the other hand, is extending beyond its direct-to-consumer model with selective retail partnerships and broader e-commerce availability, ensuring pet owners can access fresh, personalised meals more conveniently.

For both brands, expansion isn’t just about sales—it’s about making science-backed or precision-led fresh nutrition widely accessible.

But challenges remain.

Fresh food comes with higher production costs, including sourcing premium, human-grade ingredients. Cold chain logistics are critical to ensure meals remain safe and nutritious, but add complexity to distribution. Shelf lives are also shorter compared to traditional kibble, which requires careful inventory management and can limit mass adoption.

Additionally, the need for consumer education is ongoing. Many pet owners are still unfamiliar with fresh feeding or hesitant to move away from conventional options.

Still, if current trends are anything to go by, the trajectory is clear: the demand for fresh pet food is rising, and the market is ripe for growth.

• Read other articles we’ve written on Singaporean businesses here.

Featured Image Credit: @trufflewhuffle via Instagram/ BOM BOM

With its incredibly expressive and vibrant art direction, there’s a lot to like about extraction shooter Marathon from an aesthetic standpoint. Its own brand of brightly colored science fiction is a sight to behold, and there’s a real sense of wonder in the first few hours as you explore each of the three early maps, soaking it all in.

Developed by Bungie, the original creators of Halo, it should come as no surprise that the gunplay is well-crafted and compelling, with a strong variety of meaningfully distinct weapon types to try out. They’re great-looking, like the rest of the world, too, with striking, blocky, 3D printed designs that really help sell the distant future setting.

Anthropic announced today that its Claude Code and Claude Cowork tools are being updated to accomplish tasks using your computer. The latest update will see these AI resources become capable of opening files, using the browser and running dev tools.

When enabled, the Claude AI chatbot will first prioritize connectors to supported services such as the Google workplace suite or Slack, but if a connector isn’t available, it will be able to still execute an assigned task. Claude should ask for permission before taking these actions, but Anthropic still recommended not using this feature to handle sensitive information as a precaution.

Claude computer use will initially be available to Claude Pro and Claude Max subscribers on macOS. This feature is still in a research preview, so will continue to be adjusted based on Anthropic’s user feedback. It will also support use with Anthropic’s Dispatch feature, which allows a person to message the chatbot in a single continuous conversation across phone and desktop.

Claude Cowork was introduced in January. It’s an iteration of the Claude Code AI agent for programmers that is designed for more casual users.

Mazda Motor Corporation (Mazda) announced that information belonging to its employees and business partners had been exposed in a security incident detected last December.

Mazda is one of Japan’s largest automotive manufacturers, with an annual production of 1.2 million vehicles and revenue of nearly $24 billion.

The company said the attackers exploited a vulnerability in a system related to warehouse management for parts procured from Thailand. The system did not contain any customer data. Also, the breach is limited to 692 records.

“Mazda Motor Corporation has identified traces of unauthorized external access to a management system used for warehouse operations related to parts procured from Thailand,” reads Mazda’s announcement.

“Following this discovery, the Company promptly reported the matter to the Personal Information Protection Commission – an external bureau of the Japanese Cabinet Office – and implemented appropriate security measures and conducted an investigation in cooperation with an external specialist organization.”

The investigation revealed that the potentially exposed information includes the following data types:

• User IDs
• Full names
• Email addresses
• Company names
• Business partner IDs

Although Mazda says it has detected no misuse of that information, the company recommends that impacted individuals remain vigilant because the risk of phishing attacks and scams targeting them is significant.

Apart from notifying the authorities, Mazda also implemented additional security measures on its IT systems, including reducing internet exposure, applying security patches, increasing monitoring for suspicious activity, and introducing stricter access policies.

At the time of writing, no ransomware group has publicly claimed the attack on the Japanese company.

BleepingComputer has contacted Mazda to learn more about the incident, and we will update this post with an official response as soon as it reaches us.

Although a data breach was never officially confirmed by Mazda, the Clop ransomware group in November 2025 posted Mazda.com and MazdaUSA.com on its data leaks site, claiming it compromised both the Japanese automaker and its U.S. subsidiary.

Malware is getting smarter. The Red Report 2026 reveals how new threats use math to detect sandboxes and hide in plain sight.

Download our analysis of 1.1 million malicious samples to uncover the top 10 techniques and see if your security stack is blinded.

Download The Report

If you’ve ever run a game server or used BitTorrent, you probably know that life is easier if your router supports UPnP (Universal Plug and Play). This is a fairly old tech — created by a standards group in 1999 — that allows a program to open an incoming port into your home network. Of course, most routers let you do this manually, but outside of the Hackaday universe, most people don’t know how to log into their routers, much less how to configure an open UDP port.

I recently found myself using a temporary setup where I could not access the router directly, but I needed some open ports. That got me thinking: if a program can open a port using UPnP, why can’t I? Turns out, of course, you can. Maybe.

Caveats

The first thing, of course, is that you need your firewall open, but that’s true no matter how you open up the router. If the firewall is in the router, then you are at the mercy of the router firmware to realize that if UPnP opens something up, it needs to open the firewall, too.

You might think, “Of course it will do that.” However, I’ve found there is a lot of variation in the firmware from different vendors, and if you aren’t in control of the router, it is more likely to have buggy firmware.

The other caveat is that the router needs UPnP enabled; if it isn’t and you have to get into it anyway, you might as well set up port forwarding in the usual way. I was in luck. The router I was behind had UPnP turned on.

In Theory

There are several libraries aimed at working with UPnP and many of them come with simple test clients. I decided to install miniupnpd, which has the upnpc utility. You don’t have to be root to run it. In theory, it should be very simple to use. You can use -l to list all the router’s current UPnP ports. The -a option adds a port, and -d deletes it. There are a few other options, but that covers most of the common use cases.

So, to open external port 2222 to port 22 on 192.168.1.133 you should be able to say:

upnpc -e 'HaD Test' -a 192.168.1.133 22 2222 tcp 3600

The -e option lets us make up a creative title for the mapping. The 3600 is the number of seconds you need the port open. Easy, right? Well, of course not.

Under the Hood

UPnP covers several different areas, including IP assignment and streaming media. However, the part of it we are using is for NAT traversal. Your router identifies as an Internet Gateway Device that other UPnP-aware programs can locate.

Unfortunately, there are two versions of the gateway device specification, and there are many compatibility problems. You are also at the mercy of the vendor’s correct interpretation of the spec.

UPNP has been known to be a security risk. In 2011, a tool appeared that let some UPnP devices map ports when asked from outside your network. Easy to imagine how that could be a bad thing.

UPNP devices advertise services that others can use, and, hopefully, your router advertises that it is a gateway. The advertisement itself doesn’t tell you much. But it does let you fetch an XML document that describes the device.

For example, part of my XML file looks like this:

11urn:schemas-upnp-org:device:InternetGatewayDevice:1OpenWRT routerOpenWRT
http://www.openwrt.org/OpenWRT routerOpenWRT router1
http://www.openwrt.org/00000000uuid:00000000-0000-0000-0000-000000000000
urn:schemas-upnp-org:service:Layer3Forwarding:
1urn:upnp-org:serviceId:L3Forwarding1/L3F.xml/ctl/L3F/evt/L3Furn:
schemas-upnp-org:device:WANDevice:1WANDeviceMiniUPnPhttp://miniupnp.free.fr/WAN DeviceWAN Device20260105
...

In Practice

There are a few strange things about the way upnpc works. First, when you do a list, you’ll get an error at the end. Apparently, that’s normal. The program simply asks for entry zero, one, two… until it gets an error (a 713 error).

However, when I tried to add an open port to this particular router, it always failed, giving me an error that implied that the port was already in use. Of course, it wasn’t.

Through experimentation, I figured out that the UPnP service on the router (the one I can’t get into) isn’t running as root. So any port number less than 1,024 is unmappable in either direction. Of course, this may not be a problem for you if you have a sane router. You could argue whether this is a bug or not, but it certainly didn’t give a good error message.

Testing, One, Two…

Just to do a simple test, I issued the following command. (with my firewall off, just for testing):

upnpc -e HADTEST -a 192.168.1.133 8022 8023 tcp 3600

I verified the port opening using the -l option. Then I stood up a really dumb telnet-style server on the local port (8022):

socat readline TCP-LISTEN:8022,reuseaddr,fork

From a machine on another network, I issued a telnet command to my public IP (198.37.197.21):

telnet 198.37.197.21 8023

Of course, I could have used 8022 for both ports, but I wanted it to be clear which argument was which. At this point, typing some things on the remote machine should show right up on the local machine, punching through the firewall.

In case you forgot, you can escape out of Telnet using Control-] and then a “q” will close the program. You can also just terminate the socat program on the local side.

More Than One Way

It is a bummer I couldn’t open up an ssh port using this method, although you can run sshd on a high port and get there that way. But it is better than nothing. Better still would have been to replace the router, but that wasn’t an option in this case.

There are other tools out there if you are interested. NAT-PMP is easy to use from Python, for example. There’s also something called PCP (not the performance co-pilot, which is something else). Many routers don’t support either of these, and we hear that implementations are often buggy, just like UPnP.

For the record, NAT-PMP didn’t give me a better error message, either. So the moral is this: if you can, just punch a hole in your router the old-fashioned way. But if you can’t. Linux almost always gives you another option.

Delve, a Y Combinator-backed compliance startup accused of fabricating certifications for its customers, has disabled the “book a demo” feature on its website.

The controversy, detailed last week in a Substack post by an anonymous whistleblower known as “DeepDelver,” has also apparently led Insight Partners to scrub an article explaining its $32 million investment in the startup. DeepDelver, who claims to be a former client, alleged that Delve, which was valued at $300 million during its Series A funding round last year, fabricated compliance data for its customers.

The original text of the article, written by Insight Partners managing directors Teddie Wardi and Praveen Akkiraju, among others, and titled, “Scaling AI-native compliance: How Delve is saving companies time and money on compliance busywork,” remains viewable here via the Wayback Machine, an internet archive that preserves snapshots of web pages.

Delve’s co-founders Karun Kaushik and Selin Kocalar, as well as Insight Partners, did not immediately respond to TechCrunch’s request for comment.

On its website, Delve claims to have helped customers such as Microsoft, Chase, PayPal, American Express, and the AI search company Perplexity cut “hundreds of hours” of compliance busywork. However, it remains unclear how many of these companies are still active users of the platform.

Founded in 2023, Delve says it leverages AI to automate the process of obtaining security and regulatory certifications, including SOC 2, HIPAA, and GDPR — standards that govern data security, health information privacy, and European data protection, respectively.

In their Substack post, DeepDelver alleged that Delve “fabricated evidence of board meetings, tests, and processes that never happened,” then forced customers to “choose between adopting fake evidence or performing mostly manual work with little real automation or AI.”

The post further alleges that Delve’s platform rubber-stamps its own reports rather than undergoing a second layer of independent auditing.

Delve responded to the accusations by saying it does not issue compliance reports at all, and that instead it is an “automation platform” that ingests information about compliance and then provides auditors with access to that information.

Delve also said that its customers “can opt to work with an auditor of their choosing or opt to work with one from Delve’s network of independent, accredited third-party audit firms.” Those auditors, the startup said, are “established firms used broadly across the industry, including by other compliance platforms.”

In response to the accusation that it’s providing customers with “fake evidence,” Delve countered that it’s simply offering “templates to help teams document their processes in accordance with compliance requirements, as do other compliance platforms.”

While the company is denying DeepDelver’s allegations, the disabling of the “book a demo” function and the scrubbing of Insight Partners’ investment thesis article suggest that the startup is in damage control, and that investors may be distancing themselves from the company.