Tech
Today’s NYT Connections: Sports Edition Hints, Answers for March 24 #547
Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.
Today’s Connections: Sports Edition is a mixed bag. I enjoyed the blue group, which matches up people with the same first name. If you’re struggling with today’s puzzle but still want to solve it, read on for hints and the answers.
Connections: Sports Edition is published by The Athletic, the subscription-based sports journalism site owned by The Times. It doesn’t appear in the NYT Games app, but it does in The Athletic’s own app. Or you can play it for free online.
Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta
Hints for today’s Connections: Sports Edition groups
Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.
Yellow group hint: Strike!
Green group hint: Fire it in there!
Blue group hint: Like Springsteen.
Purple group hint: Great force.
Answers for today’s Connections: Sports Edition groups
Yellow group: Found in a bowling alley.
Green group: Baseball pitches.
Blue group: Famous Bruces.
Purple group: Power ____.
Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words
What are today’s Connections: Sports Edition answers?
The completed NYT Connections: Sports Edition puzzle for March 24, 2026.
The yellow words in today’s Connections
The theme is found in a bowling alley. The four answers are bowling ball, bumper, gutter and pin.
The green words in today’s Connections
The theme is baseball pitches. The four answers are changeup, cutter, slider and slurve.
The blue words in today’s Connections
The theme is famous Bruces. The four answers are Bowen, Lee, Smith and Sutter.
The purple words in today’s Connections
The theme is power ____. The four answers are forward, hitter, lifter and play.
Tech
Denon expands its multi-room speaker lineup with the Home 200, Home 400 and Home 600
If the Sonos app saga still has you down, Denon has three new multi-room speakers that give you some fresh alternatives. The company’s Home 200, Home 400 and Home 600 offer audio flexibility with other HEOS-enabled products. These new devices were also designed so that they blend in with home decor better than most speakers, coming in stone and charcoal color options for that purpose. As you progress up in number, the speakers not only get physically larger, but their sonic output is also more robust.
The Denon Home 200 houses three drivers and three amplifiers for “natural, room-filling sound” in a compact speaker. More specifically, you get two 0.98-inch tweeters and a single 4-inch woofer. The Home 200 looks a kind of like the Sonos Move 2, although Denon’s new compact unit isn’t portable. However, you can use a pair of them for a stereo setup, or connect two 200s to Denon’s Home Sound Bar 550 and Home Subwoofer for a 5.1 home theater system.
Next up is the Home 400, which carries two 0.75-inch tweeters, two 4.5-inch woofers and six amplifiers, in addition to two 1-inch up-firing drivers. Here, Denon says you can expect “a wide, airy soundstage” that provides room-filling audio coverage. What’s more, those upward-facing drivers project sound overhead, so there’s a greater sense of dimensionality and immersion here.
Denon Home 600 speaker (Denon)

The Home 600 is the largest speaker in the new trio, with dual 6.5-inch woofers alongside two tweeters, two midrange units and two up-firing drivers. Denon explains that this configuration offers “deep, authoritative bass” that provides more depth in your tunes than other two models.
All three of the new Home speakers have Wi-Fi, Bluetooth USB-C and aux connectivity with the wireless streaming powered by Denon’s HEOS tech. As such, you can connect these Home speakers with up to 64 other HEOS devices — including A/V receivers and Denon’s new DP-500BT turntable — and arrange your audio gear in up to 32 different zones. You’ll have access to tunes from Tidal, Amazon Music HD and Qobuz in the HEOS app, and all three new Home speakers support Dolby Atmos Music where available.
The Home 200, Home 400 and Home 600 speakers are available today for $399, $599 and $799 respectively. They’re available from Denon directly or other authorized retailers.
Tech
Sony Dev Says This Is The Console Coming For Playstation
We don’t really know anything concrete about PlayStation 6 just yet (it’s not even official at the time of writing), but you can be sure it’ll face considerable competition when it finally drops. That competition, however, may not be spearheaded by one of Sony’s traditional industry rivals.
According to Peter Dalton of Bluepoint Games, a subsidiary of PlayStation Studios, which is sadly closing its doors in March 2026, it’s a historically very different gaming heavyweight that Sony really needs to fear: Valve. Steam is one of the biggest names in the medium, powering an immense storefront that’s essentially a one-stop shop for many customers’ gaming needs. According to Dalton, a system such as the Steam machine could herald a paradigm shift in the industry. He noted in a post on X, “If Valve releases a new Steam console that provides a console-like experience while still giving players access to the entire PC game library, that could become a very compelling option.”
The resulting blend of “console simplicity with the full breadth of PC gaming,” Dalton goes on, could be a very potent one-two punch. It’s certainly possible that this could be a major threat to Sony, perhaps more so than Microsoft’s Xbox family or Nintendo’s Switch and Switch 2. However, some important factors could limit its reach.
Steam Machine poses a potent new threat, with some caveats
The Steam Machine is a system with set specs out of the box, and with 16GB of DDR5 RAM, 8 GB GDDR6 VRAM, and a 4.8GHz CPU (AMD Zen 4), Digital Foundry‘s first conclusion was that it would offer “performance at some mid-way point between Xbox Series S and the standard PlayStation 5.”
Unfortunately, tied into that, potential leaks about the Steam Machine’s price back in January 2026 suggest it could be pricier than we’d hoped. Here, then, are two significant potential barriers to a Valve console/PC hybrid taking off to the extent it could: Its all-important price, which has yet to be officially confirmed for the Steam Machine at the time of writing, and the fact that its specs are so comparable to both Sony and Microsoft’s existing systems. On top of that, of course, the PlayStation brand has generations of successful consoles behind it, and the latest is available from other retailers, while the Steam Machine may only be available from Valve itself. Loyalty to a brand is a powerful force.
At the same time, it’s about establishing a foothold in a space dominated by more traditional consoles. A Valve device, fully integrated with the Steam ecosystem, gives access to an enormous library of games (there are more than 125,000 games on Steam as of early 2026, according to SteamDB) in a potentially more user-friendly package. This new iteration of a Steam Machine has potential, building on what the Steam Deck achieved. While you might want to consider building your own Steam Machine alternative and saving some money, it’s also worth keeping an eye on what Valve is cooking up.
Tech
You are out of time to update: Severe iOS hack code leaks to everyone
The DarkSword exploit, which primarily targets devices running older iOS versions, has unfortunately made its way to GitHub. It has been patched, so update now.

The DarkSword exploit targets devices running older versions of iOS 18 and below.
After Coruna, an exploit tool potentially developed by the US government, surfaced on the black market, the same thing happened with another tool, dubbed DarkSword. Now, DarkSword has been made publicly available on GitHub.
DarkSword primarily targeted iOS 18.4 through iOS 18.7, though older versions of iOS were vulnerable as well. The exploit relied on Safari and WebKit for initial code execution, after which it escaped multiple sandbox layers before fully compromising an iPhone or iPad.
Continue Reading on AppleInsider | Discuss on our Forums
Tech
Nvidia CEO Says He’s ‘Empathetic’ To DLSS 5 Concerns
Nvidia CEO Jensen Huang says he understands the concerns about “AI slop” with DLSS 5 but insists the feature preserves a game’s underlying geometry and artistic intent. “I think their perspective makes sense, ” said Huang during a recent appearance on the Lex Fridman podcast. “And I could see where they’re coming from because I don’t love AI slop myself. You know, all of the AI-generated content increasingly looks similar, and they’re all beautiful… so I’m empathic toward what they’re thinking. That’s just not what DLSS 5 is trying to do.” Tom’s Hardware reports: Although Huang is striking a more conciliatory tone, much of his response is similar to what we heard at GTC [where Huang said gamers were “completely wrong.”] The artist determines the geometry, we are completely truthful to the geometry… so every single frame, it enhances, but it doesn’t change anything.” There was some confusion about how DLSS 5 worked when it was first announced, and although the inner workings of it still aren’t clear on a technical level, Huang has said that it isn’t a general-purpose generative AI model. He describes it as “content-controlled generative AI.” On the other end of the spectrum, Huang also said that it isn’t a post-processing filter. The technical details of DLSS 5 live somewhere between that space, and we likely won’t know them until later this year when the feature is set to release.
“The question about enhancing, DLSS 5… in the future, you could even prompt it. You know, I want it to be a toon shader. I want it to look like this, kind of. You could even give it an example and it would generate in the style of that, all consistent with the artistry, the style, the intent of the artist,” Huang continued. “All of that is done for the artist so they can create something that is more beautiful but still in the style that they want.” Although the talking points about DLSS 5 remain unchanged, it seems that Huang has at least heard the criticism. “I think that they got the impression that the games are going to come out the way the games are… and then we’re going to post-process it. That’s not what DLSS is intended to do.”
Huang also made assertions that DLSS is “integrated” with the artist, and suggested that it would put the power of generative AI in the hands of artists working in game development […]. Although DLSS 5 looks like it’s doing a lot, Huang said that it’s just another tool, not an essential feature. “The gamers might also appreciate that, in the last couple of years, we introduced skin shaders to game developers, and many of those games have skin shaders that include sub-surface scattering that makes skin look more skin-like… [DLSS 5] is just one more tool. They can decide what to use,” Huang ended the conversation about DLSS 5. Immediately after, without missing a beat, he said 1993’s Doom was the most influential video game ever made.
Tech
Report: Helion is working on a massive fusion power deal with OpenAI

The Seattle-area fusion company Helion Energy is negotiating a deal to supply OpenAI with massive amounts of energy, Axios reported Monday.
The deal under discussion would have OpenAI receiving an eye-popping 5 gigawatts of power by 2030, ramping up to 50 gigawatts by 2035, according to Axios, which cited an unnamed source familiar with the talks. By comparison, Washington state’s Grand Coulee Dam — America’s largest hydroelectric facility — has a 6.8 gigawatt capacity.
Helion has yet to demonstrate that its electricity-generating technology is commercially viable. The company is currently operating its seventh-generation prototype in Everett, Wash., and has raised more than $1 billion from investors — including Sam Altman, CEO of OpenAI.
Helion told GeekWire that Altman is stepping down from its board of directors after more than a decade.
“This decision enables Helion and OpenAI to partner on future opportunities to bring zero-carbon, safe electricity to the world,” said Helion CEO David Kirtley via email.
The company did not confirm the reported discussions with OpenAI, saying it “has not announced any new customer agreements” beyond deals with Microsoft and the steel manufacturer Nucor.
Altman led Helion’s $500 million funding round in 2021, personally investing $375 million, and also participated in the company’s $425 million round in January 2025.
“Sam has played an integral role in Helion’s development, helping us focus on the thing that matters most: deploying fusion for customers as quickly as possible to fully satisfy the world’s need for clean and abundant energy,” Kirtley added. “We look forward to continuing to work with him in this new capacity.”
Helion recently climbed to the No. 1 spot on the GeekWire 200, our list of the top privately held startups in the Pacific Northwest.
The company is building its first commercial facility — a 50-megawatt plant called Orion — in Malaga, Wash. The plant is expected to begin smashing atoms by 2028 and Microsoft has agreed to purchase its energy if the project succeeds.
The reported 5-gigawatt target for the OpenAI deal would be 100 times larger than that first plant.
Dozens of fusion companies worldwide are racing to replicate the nuclear reactions that power the sun and stars, with the goal of producing nearly limitless, carbon-free energy. None have yet achieved viable fusion power, though many are making incremental advances and signing agreements for full-scale facilities.
Skeptics argue that commercial fusion remains many years away, but growing demand for clean energy to power data centers and an increasingly electrified economy is stoking interest and funding for fusion.
As Helion develops its fusion technology, it’s also building a 166,000-square-foot manufacturing facility. The site will assemble the thousands of capacitors needed to deliver massive electrical surges to its fusion generator and capture the power it produces.
Production is expected to begin at the facility later this year. It will help supply the roughly 2,500 capacitor units needed for the Orion plant, but is designed with broader scaling in mind.
“These high volume lines are not for our Orion machine, but for the next machine,” Sofia Gizzi, Helion’s director of production, told GeekWire in October. “A factory operating at 50% of its design capacity or less can spit out Orion, no problem. But we’re really looking beyond that into 2030.”
RELATED:
- Helion gives behind-the-scenes tour of secretive 60-foot fusion prototype as it races to deployment
- Helion’s next big bet is fusion power manufacturing at scale – but tech uncertainty remains
Editor’s note: Story updated at 9:50 a.m. with comments from Helion.
Tech
Trump Administration Tries To Rein In RFK Jr. As A Midterms Liability
from the too-late dept
I’ve obviously talked a great deal about how RFK Jr. and his activity as the Secretary of HHS has been a massive health liability for the American public. The implementation of his batshit anti-vaxxer stances have, of course, grabbed most of the headlines here, especially given the recent pushback he received from the courts, but it’s also worth noting the other craziness he’s spouted at the same time. He co-signed Trump’s nonsense about Tylenol giving all the kids autism. He’s overseen the worst measles outbreak in America in several decades. It seems likely he lied to Congress about his “work” in Samoa. He has vindictively repealed grant funding to groups that disagree with him on public health matters. He’s very interested in teenager sperm counts. He once took his grandkids swimming in a river known to be filthy with human waste.
It’s bad for the health of America. The Trump administration hasn’t really seemed to care all that much about that fact, of course, but it certainly does care about retaining power through the midterms. To that end, it seems the White House has finally woken up to the idea that most Americans hate what Kennedy and HHS are doing and has decided to pare back his activity because it’s a political liability.
The White House has taken steps to assert tighter control over HHS amid leadership and messaging changes tied to concerns that department Secretary Robert Kennedy Jr.’s focus on vaccine policy could pose political risks heading into the 2026 midterm elections, The Wall Street Journal reported March 13.
While Mr. Kennedy remains in good standing with President Donald Trump, administration aides have grown frustrated with what they described as disorganization and missteps inside HHS, according to the report. Among them: a delayed response to a measles outbreak in Texas, backlash over mental health grant cuts and internal tension surrounding the FDA’s approval of a generic abortion pill.
We somehow are not at a place yet where the Trump administration realizes that they put a loon in charge of public health and are looking at making a leadership change. But they can read the polling as well as I can and they damned well know that the majority of America is not happy with Kennedy’s performance generally, and especially unhappy with his anti-vaxxer bullshit. To that end, the White House is making several moves to try to steady the waters and keep Kennedy and HHS out of the headlines.
Basically, it looks like they’re trying to provide a bit of more adult supervision, moving Chris Klomp up from managing Medicare to managing Kennedy… er… being Kennedy’s deputy, while moving Peter Thiel’s former righthand man, Jim O’Neill, out of his HHS Deputy Secretary role and over to the FDA where there’s hope he “reduce internal friction.”
The problem is that Captain Brain Worm remains at the top of all of this. Trump and his advisers know the country doesn’t like what HHS has done. They see the chaos, the resignations, and the bullshit that gets spewed out in press conferences and courtrooms alike. It would be nice if the government did this for reasons having to do with the American people rather than for its own political ramifications, but I suppose I’ll take what I can get under the circumstances.
Filed Under: chris klomp, donald trump, health & human services, jim o’neill, maha, rfk jr.
Tech
The US government just banned all foreign-made Wi-Fi routers
The FCC has officially added foreign-made routers to its Covered List, a list of equipment deemed a national security threat to the United States. This means no new foreign-produced routers can be sold in America, unless they are granted a special exemption.
If you are wondering what that means for your current router sitting in your living room, don’t panic yet. For now, the ban only affects new router approvals.
Why is the US government worried about your router?
According to the National Security Determination issued on March 20, 2026, routers have become the target for hackers and state-sponsored cyber attackers. In the public notice the FCC released today, it said, “From disrupting network connectivity to enabling local networking espionage and intellectual property theft, foreign-produced routers present unacceptable risks to Americans.”

The notice points to a series of high-profile attacks as evidence, stating that “routers produced abroad were directly implicated in the Volt, Flax, and Salt Typhoon cyberattacks which targeted critical American communications, energy, transportation, and water infrastructure.”
The conclusion from national security agencies is blunt. Foreign routers are giving bad actors a “built-in backdoor to American homes, businesses, critical infrastructure, and emergency services.”
Does this mean you need to replace your router?
Not immediately. The notice does not address routers already in use by the public. It only talks about the routers’ sales going forward.
Foreign routers that have FCC authorization can still be sold. Router manufacturers that produce their devices abroad can apply for the Conditional Approval, which buys them time while they develop a plan to move manufacturing to the US.

You can find the names of brands under the Covered List and those that received Conditional Approval on the FCC’s website. Popular brands like TP-Link, which were already under investigation by the US government, will need to either relocate manufacturing or apply for these exemptions to continue selling new models in the US.
This is a significant move that will reshape the router market. Whether it will translate into better security for everyday users remains to be seen, but one thing is clear: the era of affordable, foreign-made routers dominating American homes could soon be coming to an end.
Tech
IRONSCALES brings AI email agents & threat intelligence to RSAC
The inbox has long been the softest entry point in enterprise security. As phishing campaigns grow more convincing, more personalised, and increasingly powered by generative AI, the tools designed to stop them have been locked in a reactive cycle: wait for the attack, analyse it, respond. IRONSCALES, the Atlanta-based email security vendor, is betting that cycle is about to break.
Ahead of this week’s RSA Conference in San Francisco, the company announced a new threat intelligence initiative alongside live demonstrations of the three AI agents it shipped in its Winter 2026 platform release. Together, the moves represent IRONSCALES’ push to reposition itself from a detection vendor into something closer to a preemptive security partner, one that models attacks before they arrive rather than cataloguing them after the fact.
What the new intelligence series actually does
The “Email Attack of the Day” series, which IRONSCALES is debuting at RSAC 2026, draws on anonymised threat data from its network of more than 17,000 customer organisations. The concept is straightforward: surface real-world email attack patterns as they emerge, publish them with technical context, and give security teams the intelligence to recognise new tactics before they proliferate.
It is not an entirely novel format. Other vendors publish threat advisories and campaign breakdowns routinely. But IRONSCALES is framing the series as a complement to its broader shift toward what it calls “Phishing 3.0” defences, where intelligence feeds directly into adaptive detection rather than sitting in a separate research silo.
Three AI agents, one architecture
The centrepiece of the RSAC demonstrations will be the three AI agents IRONSCALES introduced in its Winter 2026 release earlier this month: Red Teaming, Phishing SOC, and Phishing Simulation. Each is purpose-built rather than layered on top of a general-purpose large language model, a design choice Audian Paxson, principal technical strategist at the company, has described as more efficient for encoding domain-specific expertise.
The Red Teaming agent performs continuous reconnaissance against an organisation’s public footprint, scanning everything from social media presence to executive communications and org charts. It then generates tailored attack simulations and feeds them into the platform’s detection models. The idea is to harden defences against the specific phishing campaigns an attacker would build for that particular organisation, not just the generic threats circulating broadly.
The Phishing SOC agent, meanwhile, handles forensic investigation of suspicious emails. IRONSCALES says it delivers what amounts to a Level 2 analyst’s assessment in minutes, examining five investigative tracks and producing a verdict that would otherwise consume hours of human analyst time. For managed service providers juggling dozens of client environments, the speed difference matters.
The third agent, Phishing Simulation, takes the reconnaissance data gathered by its Red Teaming counterpart and uses it to create hyper-personalised training simulations. Rather than recycling generic phishing templates, it targets an organisation’s highest-risk employees with scenarios drawn from real OSINT data and delivered in their native language.
The wider context: an arms race that favours the attacker
IRONSCALES is making these moves against a backdrop that has grown considerably more hostile. According to research cited in the company’s own announcements, 88 per cent of organisations report falling victim to AI-powered security incidents within the past 12 months. KnowBe4’s 2025 Phishing Threat Trends Report found that more than 82 per cent of phishing emails analysed contained indicators of AI assistance. A Hoxhunt analysis documented a 14-fold surge in AI-generated phishing over the 2025 holiday period alone.
The economics have shifted, too. Where crafting a convincing spear-phishing campaign once required time and skill, generative AI has compressed the effort to minutes and a handful of prompts. IBM security researchers demonstrated that AI could build a phishing campaign as effective as one created by human experts, needing just five prompts instead of 16 hours of work.
RSAC 2026 itself reflects this anxiety. Agentic AI, the category of autonomous systems capable of planning and executing multi-step operations, dominates this year’s conference agenda. Microsoft’s keynote addresses securing AI agents at enterprise scale. Multiple vendors are unveiling deepfake detection tools. The conversation has moved decisively from whether AI will reshape email security to how quickly defenders can close the gap.
Encryption and deepfake protection round out the release
Beyond the AI agents, the Winter 2026 release includes integrated email encryption for outbound messages, a feature IRONSCALES designed to address compliance requirements without adding friction. The system applies encryption through two modes: policy-based protection for regulated content and user-initiated encryption for sensitive workflows.
The release also extends the company’s deepfake protection for Microsoft Teams, which IRONSCALES first introduced in 2025. Enhanced voice detection now learns employee voice patterns passively from normal meeting participation, flagging impersonation attempts even when cameras are switched off. It is a notable addition given that deepfake-driven fraud increased more than 700 per cent year over year, according to Cyble’s 2025 Executive Threat Monitoring data, and Gartner surveys indicate that 62 per cent of organisations experienced a deepfake attempt in the past year.
From reactive to preemptive, at least in theory
The underlying pitch from IRONSCALES is a closed-loop architecture: reconnaissance feeds detection, detection feeds training, and training feeds back into better recognition. Eyal Benishti, the company’s CEO, has described the approach as distinct from competitors who use OSINT-driven attack generation solely for employee training. IRONSCALES, he argues, uses it to improve detection first.
Whether that distinction proves meaningful in practice will depend on how the agents perform at scale across diverse customer environments. The email security market is crowded, and the claim of preemptive protection is one that several vendors are now making simultaneously. But the architectural bet, purpose-built agents feeding a shared adaptive model trained on data from 17,000 organisations, is at least a testable proposition.
Attendees at RSAC 2026 can see the platform demonstrated live at Booth #4600 in the North Expo. For everyone else, the real test will be whether the next wave of AI-powered phishing campaigns encounters defenders who saw them coming.
Tech
Trump Administration To Pay French Company $1 Billion To Stop Offshore Wind Farms
An anonymous reader quotes a report from NPR: The Trump administration will pay $1 billion to a French company to walk away from two U.S. offshore wind leases as the administration ramps up its campaign against offshore wind and other renewable energy. TotalEnergies has agreed to what’s essentially a refund of its leases for projects off the coasts of North Carolina and New York, and will invest the money in fossil fuel projects instead, the Department of Interior announced Monday.
The Trump administration has tried to halt offshore wind construction, but federal judges overturned those orders. Environmental groups denounced the TotalEnergies deal as an alternate way to block wind projects. President Donald Trump has gone all in on fossil fuels, which he says is the way to lower costs for families, increase reliability and help the U.S. maintain global leadership in artificial intelligence.
TotalEnergies pledged to not develop any new offshore wind projects in the United States. TotalEnergies CEO Patrick Pouyanne said in a statement that the company renounced offshore wind development in the United States in exchange for the reimbursement of the lease fees, “considering that the development of offshore wind projects is not in the country’s interest.” Pouyanne said the refunded lease fees will finance the construction of a liquefied natural gas plant in Texas and the development of its oil and gas activities, calling it a “more efficient use of capital” in the U.S. After it makes those investments, TotalEnergies will be reimbursed, up to the amount paid in lease purchases for offshore wind, according to the DOI.
Tech
S’pore bizs are cashing in on the fresh pet food boom
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
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