Plant-based dogfood startup The Pack has added a nutritionally complete, oven-baked SKU.
Billed as the “first of its kind in Europe”, the vegan product contains peanut butter, sweet potato, apple, pumpkin and beetroot with botanicals and herbs.
A strain of fermented rye was also added to the mix to “improve the health of dogs’ microbiome”.
Unlike many extruded kibble products on the market, the NPD was cooked at a lower temperature for a longer time, which helped “lock in nutrients” and increase palatability, according to The Pack.
It is currently available for pre-order on a 30% off promotion via the brand’s webstore in 100g samples (rsp: £2.99) and 5kg packs (rsp: £49.99).
Plus, all pre-order shoppers will be automatically entered into a competition to win one year’s supply of dogfood, worth over £1,000.
“We’ve spent over a year working with nutrition and taste experts refining this recipe and have included post and prebiotics to help enrich the dog’s gut microbiome,” said The Pack co-founder Damien Clarkson.
“Seeing this product outperform meat in taste tests has been incredibly exciting and when we sent sample bags to our existing customers, 96% responded saying they will be buying the food.”
The Pack made its market debut in September 2021 with a range of plant-based wet dogfood designed to simulate meat.
It launched its first out-of-home ad campaign in January 2022, taking over phone boxes in London’s “dog-friendly neighbourhoods”.
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