The new dog treat brand It’s The Dog’s aims to shake up the UK market by offering snacks with simple ingredients and no heavy processing. This stands in contrast to many current dog treats, which often have long ingredient lists and are highly processed.
It’s The Dog’s is a sibling brand of The Protein Ball Co, a company known for making healthy, protein-packed snacks for people. As a small-batch, hand-rolled producer of ultra-natural treats, it was only natural that their dog treats would be made in the same kitchen as their human snacks—using the exact same high-quality ingredients.
Brand spokesperson Hayley Hunt explained, “We make sure to label our packs ‘made for dogs, fit for owners.’ Because our treats use nutrient-rich, human-grade ingredients, owners can happily share these tasty snacks with their dogs during walks.”
While The Protein Ball Co’s main products are date-based, their recent launch of a low-calorie nut butter range led them to expand into dog treats.
Hunt added, “One great thing about a human food company entering the dog treat market is that we bring the transparency and traceability people expect from human food brands.”
It’s The Dog’s made a soft debut at the London Coffee Festival, held in dog-friendly cafes and bars. The brand has already won over pub and café chains, a forward-thinking wholesaler, and secured a listing at a Pavillion pet shop. Now, the company is preparing for wider retail expansion.
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