A new dog treat brand, It’s The Dog’s, is set to shake up the UK pet food market. The company aims to solve a common problem: unclear ingredients and overly processed treats.
It’s The Dog’s is a sister brand of The Protein Ball Co, a well-known company that creates protein-rich snacks for people. The Protein Ball Co sells its snacks in 14 countries worldwide.
Like its human snack range, It’s The Dog’s makes small batches of hand-rolled treats. They use only natural, human-grade ingredients. The dog treats are even made in the same kitchen as the human snacks, using the same carefully chosen ingredients.
Hayley Hunt, a spokesperson for the brand, said, “We make it clear on the packaging: ‘made for dogs, fit for owners.’ Because our treats use nutrient-dense, human-grade ingredients, owners can share them with their dogs during walks.”
While The Protein Ball Co mainly makes date-based snacks, they recently launched a low-calorie nut butter range. This inspired them to create a special dog treat. Working with canine nutritionists, they developed a peanut butter protein ball packed with healthy fats, pumpkin seeds, and fiber-rich chia seeds high in omega-3.
Helen, a team member, added, “What’s exciting about a human food company entering dog treats is the transparency and traceability we offer. These are things customers expect from human food brands.”
The dog treat range had a soft launch at the London Coffee Festival, held in dog-friendly cafes and bars. It has already been picked up by several pub and café chains, a wholesaler, and a Pavillion pet shop. Now, the company is preparing for talks with major retailers and plans to debut at the PATS show this Autumn.
The trend of ‘pet humanisation,’ where pets are treated like family members, has grown strong in recent years. This makes shareable snacks like It’s The Dog’s a natural next step.
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