Hownd, the multi-award-winning pioneer of cruelty-free, plant-based pet care products since 2015, is launching Hownd Plant Powered Superfood, a nutritionally complete food for adult dogs, using 100% plant-based ingredients.
The company says the launch comes as the vegan pet food industry is gaining momentum and as consumers are making more conscious choices on the quality, provenance, health and environmental impact of their dog’s food and products.
The new range launches with a Hearty Quinoa & Pumpkin Casserole recipe, which features high quality proteins and 100% clean, prebiotic superfood ingredients such as organich protein and antioxidant Moringa.
Hownd Plant Powered Superfood can be fed to dogs over a few meals a week to aid their overall health and mirror the practices of the 34% of British meat eaters, who are reducing their meat consumption to follow a flexitarian diet, Hownd says. Alternatively, it can be offered to pets on a fully-vegan basis to suit the ethics of dog owners within the UK’s 600,000-strong vegan community.
VEGAN DIET
1.6% (160k) of the UK’s 10 million dog population are currently fed a 100% vegan diet and, according to Data Bridge Market Research, the vegan dog food market is estimated to grow at 12% CAGR between 2021-2028.
With a growing consumer appetite for vegan dog food, Hownd’s latest product is a natural progression for the brand, which has pioneered ethical and cruelty-free plant-based health, wellness and hygiene products for the past six years, receiving certification from Cruelty Free International, The Vegetarian (Vegan) Society, PETA Cruelty Free, The Ethical Company Organisation and Nature Watch Foundation.
Hownd co-founder Jo Amit said: “For us, plant-based diets for dogs is not just another trend, it is core to our values, which is why we are so passionate about encouraging dog owners to give it a try. As much as 30% of reared livestock is destined for pet food and at least 20 times more land is required to feed a meat-eating dog than one on a plant-based diet, so even a simple switch to a flexitarian doggy diet will make a positive impact on the planet.”
Celebrity vet, broadcaster and animal welfare campaigner Dr Marc Abraham said: “One of the most important things to think about when feeding your dog is always making sure they’re receiving the correct, required nutritional balance, and extensive research has shown that it is absolutely possible for our canine companions to thrive on a meat-free diet – whether flexitarian or fully plant-based.
STRONG ETHOS
“The team behind Hownd have a complete understanding of how to provide this high-quality nutrition, as well as having a strong ethos around animal welfare, which is why I, as a vet and animal welfare campaigner, wholeheartedly recommend their complete plant-based food for dogs.
“Not only will it benefit the health of the nation’s dogs, as well as helping to benefit the health of our planet, but in a world of growing popularity for plant-based alternatives, Hownd Plant Powered Superfood also provides a healthy alternative for humans finding it increasingly uncomfortable to feed dead animals to their pet animals.
“Furthermore, in many of the excellent charities I’ve been lucky to volunteer with around the world, every dog is usually fed on a plant-based diet, and I’ve always been impressed in seeing how well they all do.”
At launch, Hownd Plant Powered Superfood Hearty Quinoa & Pumpkin Casserole (RRP £2.95 for 375g) will be available exclusively in the UK at Hownd’s new subscriber-based website DogsLoveHownd.com, while the brand builds interest and demand via its subscription model.
It will also be available to Hownd’s overseas distributor network and the brand has further ambitious plans to launch additional recipes throughout the year.
