The arrival of It’s The Dog’s within the UK’s discerning dog treat scene could well prove to be a game-changer within the wider pet food category, tackling the age-old conundrum of ambiguous ingredient decks and highly processed foods.
The reason being that It’s The Dog’s is the young, waggy-tailed sibling of The Protein Ball Co, a pioneering leader within health-minded, protein-savvy snacking for humans, a protein-rich snack provider that operates not only within the UK but throughout the globe (14 markets and counting).
As an ardent small batch, hand-rolled producer of ultra-unprocessed treats that uses only all-natural human-grade ingredients, it was inevitable that when its K9 friendly sub-range took shape, that they would also be made within the same commercial kitchen as its human-treat peers, using the very same, meticulously sourced ingredients.
According to brand spokesperson Hayley Hunt: “We actually make a point of specifying on pack ‘made for dogs, fit for owners,’ because our unwavering commitment to nutrient-dense, human-grade ingredients means that as long as your dog is happy, you can actually share these moreish treats whilst out on your walk.”
Although the core Protein Ball range is date based, a recent foray into producing a sublime low-calorie nut butter sub-range quickly opened the door to business extending its fine snacking reach to discerning dogs.
Working with respected canine nutritionists and dog care specialists, Hayley and her team were able to craft a healthy fats peanut, butter protein ball containing nutrient-rich pumpkin seeds and ‘fibre friendly’ chia seeds that over-index in beneficial omega-3 fatty acids.
“The joy of a human food business like ours joining the dog treats fray,” concludes Hayley, “Is that we bring the all-important transparency and traceability that you’d insist upon when dealing with any human food provider.”
With the business soft-launched earlier at the prestigious London Coffee Festival (dog-friendly cafes and bars) and enjoying ‘early door’ wins with pub and café chains and one forward-thinking wholesaler (in tandem with a Pavillion pet shop listing), the business is now readying itself for a couple of pivotal chats with headline retailers and an eagerly anticipated PATS debut this Autumn.
‘Pet humanisation’ (treating one’s furry friend as a family member) has been the hottest trend down the pet food aisle for some time, which makes a shared snack, the obvious next step.
