Brighton startup W’zis is looking to capitalise on the meat-free petfood craze with the launch of a premium range for dogs.
The seven-strong lineup of plant-based chews and mini-treats is grain-free and made with the likes of sweet potato, broccoli, pumpkin and tomato. The treats are one calorie each and contain lower protein than meat snacks, which reduced stress on the dog’s kidneys, said W’zis.
Plus, every brightly packaged SKU is based on the shape of the brand’s ‘W’ logo, which helped to clean animals’ teeth, it added.
Packed in a screw-top tin, the mini-treats come in Slipper & Biscuit, Lamp Post & Chips and Postman & Roast flavours (rsp: £5.95/100x0.5g). Meanwhile, Dubya chew bars are available in Lights and Groove, both featuring holes that can be filled with the likes of cheese or peanut butter (rsp: £9.95/4x65g). Fang Chews comprise regular and Dental variants (rsp: £9.95/12x27g).
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W’zis was founded by Drew Griffiths and Russell Hales, who funded the launch with a combination of their own money and private investment. The brand’s products are available initially from its own website, as well as selected independent pet stores and hospitality venues.
It came in response to 34% of British dogfood buyers believing a plant-based diet was better for their dogs than meat, said Griffiths. “There’s nothing like our range in this ever-expanding market – either in look, style or content. So, the time is right. Dog ownership is up massively, vegan dogfood and treats are growing at 12%, and we’re eager to get our teeth into the category.”
Sales in grocery of pet treats have soared in the past year, driven by a boom in animal ownership. “There are now 34 million pets in the UK, including 12 million cats and 12 million dogs,” the Pet Food Manufacturers Association reported in March. As such, dog treats have grown in value by 7.8% [Kantar 52 w/e 11 July 2011].
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