A new low-carb treat for dogs that is also shareable with their owners is one of the more intriguing products making its debut at PATS 2025.
It’s The Dogs (stand J110) comes from The Protein Ball Co, which has pioneered protein-rich snacks for humans in the UK and in 14 countries around the world. The canine equivalent was soft-launched nine months ago and the learnings acquired from the trial in retailers, foodservice outlets and regional pet shows have culminated in tweak to the packaging prior to a national launch at PATS.
Protein Ball co-founder Matt Hunt told PBW News: “We see PATS as our launchpad, we are hoping to find new for retail stockists and distributors and we are looking forward to it.”
The principal ingredients of the snack are peanut butter and roasted peanuts, plus chia, flax and sunflower seeds and a small amount of apple and chicory to deliver fibre and binding. A key additional ingredient is pumpkin protein, which helps to deliver the treat in a high-protein and low-carb format – technically, at only 5% carbohydrate, the product can be called super-low.
Hunt continued: “As The Protein Ball Co, our main USP is low-carb, and we know that obesity in pets can reduce their lifespan. So we spent a long time working with vets to refine the recipe and, after 21 different combinations, we went with pumpkin protein, which contains amino acids and is allergy-free.
“We’ve seen the humanisation of snacks such as burgers and sausages in the pet trade, and it was only going to be a matter of time before manufacturers of human products moved into pet food. We are a human-grade food company operating a human-grade factory, so the legend “you can eat them yourselves” is part of the proposition.”
A new pack design will make its debut at PATS, with clearer messaging about shareability between dogs and their owners, and featuring the introduction of FSC paper packaging, which can be recycled along with domestic paper.
Products can be supplied in hanging strips or in boxes, and additional flavours and formats are planned for later in the year.
