Vegan dog food startup THE PACK aims to ‘disrupt the pet food industry’

Read Time:   |  13th January 2021

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London-based startup THE PACK is launching three plant-based dog foods, which it claims will 'disrupt the pet food industry'.


The founders of Vevolution have created a vegan dog food startup which is nutritious, healthy and harnesses the power of plants to ‘disrupt the pet food industry’.

Named THE PACK, the startup will produce three varieties of ambient wet dog food which has been formulated by scientists, pet nutritionists and pet food technologists. The food uses a blend of plant-based protein, to ensure that man’s best friend is getting everything they need from a fully vegan diet.

THE PACK aims to transform the pet food industry with its delicious and planet-friendly alternatives to meat-based dog food, and it has caught the attention of high profile celebrities.

Investors include international footballer Chris Smalling, the boys behind BOSH! Henry Firth and Ian Theasby, and former Liverpool and Hull footballer Kevin Stewart.

‘Ripe for disruption’

While there are some vegan pet foods on the market, the offering is limited, and definitely needs updating.

In a statement sent to Vegan Food and Living, Chris Smalling said: “This category is ripe for disruption and I’m so happy to be a part of THE PACK’s journey to make it happen.

“The team has covered all bases within the product development process to make sure our four-legged friends are nutritionally well cared for and the brand they’re building is really exciting.”

Founders Damien Clarkson and Judy Nadel added: “Pet parents across Europe have been crying out for a highly nutritious plant-based product.

“The opportunity to create a positive dietary shift for our furry friends is huge and we are excited to have so many incredible investors backing our vision of better food for pets.”


Is a vegan diet healthy for pets?

Racing champion Lewis Hamilton recently came under fire for praising a vegan diet for his dog. According to the plant-based athlete, putting his dog Roscoe on vegan pet food ‘changed his life’ and improved various ailments his four-legged friend was suffering from.

Hamilton was branded ‘cruel’ on social media for feeding his dog a wholly vegan diet, but is this right?

While people assume that they are carnivores, dogs, like us, are actually omnivores and can thrive on a plant-based diet. All their essential nutrients can be obtained from plant sources, especially from food like THE PACK which has been specifically formulated by pet nutritionists.

THE PACK will be available via from early 2021 initially, and then sold on various marketplaces including TheVeganKind by Spring.

Unsure where to start with owning a pet as a vegan?
Read our guide to vegan pets here.

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Vegan Food & Living

Vegan Food & Living is a magazine dedicated to celebrating the vegan lifestyle. Every issue is packed with 75 tasty recipes, plus informative features.

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