Lily's Kitchen Plant Power range

Source: Lily’s Kitchen

The treats and wet recipes will roll into independents and wholesalers on 3 January

Petfood brand Lily’s Kitchen is launching a dedicated plant-based range for dogs.

The Plant Power range comprises two treats and two wet recipes. They are: Tropical Mango Jerky, Succulent Sweet Potato Jerky with Jackfruit, Mighty Burrito Bowl with Jackfruit and Vibrant Rainbow Stew (rsp: £1.50-£3/70g-400g).

They will roll into independents and wholesalers on 3 January and will also launch via the brand’s own website.

The recipes – which tapped into “key trends such as meat-free Mondays” – had been developed so that ‘pet parents’ could feed their dogs a little less meat, “while keeping their dogs happy and healthy”, said Lily’s Kitchen.

As pet owners were “increasingly conscious of their own health and the environment”, Plant Power would help them “extend these healthy habits to their dogs”, it added.

Lily’s Kitchen marketing director Samantha Crossley said: “The new Plant Power range has been designed so that dogs can cut down their meat consumption, but still enjoy a nutritionally complete meal.

“We believe all pets deserve to eat proper food full of nourishing, natural ingredients, and the newest range does exactly that and celebrates the power of plants.”

Lily’s Kitchen resident vet Rodney Zasman said the range “may offer health benefits, particularly for dogs with sensitive tummies, or who have sensitivities to specific animal proteins”.

It follows a number of recent plant-based launches into the petcare category.

Last month, Brighton startup W’zis debuted a seven-strong lineup of plant-based chews and mini-treats, made with the likes of sweet potato, broccoli, pumpkin and tomato. 

In September, petcare startup The Pack launched what it claimed was the world’s first range of plant-based wet dogfood that simulates meat.