The Innocent Hound is transitioning its 600g air-dried treat range from tubs to pouches.
The move brings the larger format of the brand in line with its 70g packs, creating a more consistent look across the range. The fully recyclable pouches use at least 70% less plastic than the former tubs, can be merchandised on shelf or via euro hooks and are also said to be more durable in transit.
At the same time, the brand is expanding its 600g range with larger formats of three established recipes – Strawberry Crush Hearts, Game Picnic Bars and Wild Game Sausages. Originally launched as limited editions, the trio joined the core range in May 2025. There is no change to the recipes.
Founder Chloe Heaton said: “Moving our 600g range into pouches allows us to create a more consistent look across the brand, while also improving the practicality of the packaging for both retailers and consumers.
“At the same time, it supports our ongoing commitment to reducing plastic, with over 70% less used per pack. Expanding these recipes into larger formats is something our customers have been asking for, so it felt like a natural next step.”
