THE popularity of a vegan diet is spreading to the canine world.
A start-up business aims to liven up the pet food market with a range of plant-based dog treats.
W’ZIS? has created a line of unique, all-natural meat-free treats, which are also grain and gluten-free, low in calories, and presented in eye-catching colours.
The Brighton brand’s name is a play on what owners say to excite their dogs – “What’s this?” – and it is aiming to create a sensory overload for dogs and owners alike.
The initial range includes three different flavours, called Postman And Roast, Slipper And Biscuit and Lamp Post And Chips.
They are packaged in brightly coloured, refillable screw-top tins.
Each treat comes in a form of the brand’s fang-shaped logo, which also helps to clean dogs’ teeth.
The company, which is in New England Street, claims the relative lack of protein and the chemical compound purine in the range helps reduce stress on a dog’s kidneys.
Co-founder Drew Griffiths said: “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 dog food and treats are growing at 12 per cent and we’re eager to get our teeth into the category.
“Even if owners aren’t taking their dogs completely vegan, our range represents a healthy, low-calorie alternative to the meat and offal treats out there.
“Call it flexitarianism for our furry friends, if you will.”
It comes amid research from Mintel that reported 34 per cent of dog food buyers believe it is good for dogs to regularly have a plant-based meal, instead of meat.
W’ZIS Mini Treats start at £5.95 for a tin containing100, Dubya Chews are £9.95 for eight and Fang Chews £9.95 for 12.
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