The arrival of the It’s The Dog’s brand within the UK’s dog treat market is looking to counter the often long ingredient lists and highly processed food currently available in snacks for our beloved canines.
The new range is something of the sibling of The Protein Ball Co, which is itself targeted at health-minded, protein-savvy humans. As an ardent small batch, hand-rolled producer of ultra-unprocessed treats, it was perhaps inevitable that when this friendly sub-range took shape they would also be made within the same commercial kitchen as its human treat peers, using the very same ingredients.
Brand spokesperson, Hayley Hunt, said: “We make a point of specifying on packs ‘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 walks.”
Although the core Protein Ball range is date based, a recent foray into producing a low-calorie nut butter sub-range quickly opened the door to business extending its fine snacking reach to dogs.
“The joy of a human food business like ours joining the dog treats fray is that we bring the all-important transparency and traceability that you’d insist upon when dealing with any human food provider,” Hunt adds.
With the business soft-launched earlier at the prestigious London Coffee Festival in its dog-friendly cafes and bars, and enjoying 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 retail.
But would you eat them?
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