News Celebrities Back Plant Based Dog Food Startup

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Celebrities back plant-based dog food startup
13th January 2021

By Karen Pickwick



A London-based food tech start-up, The Pack, has closed the pre-seed investment round for its new range of plant-based dog food.

The Pack is the brainchild of Damien Clarkson and Judy Nadel, founders of Vevolution, who say they are on a mission to create ‘nutritious and healthy pet food that harnesses the power of plants’. They are joined by tech entrepreneur and vegan investor Michiel van Deursen and product specialist Russell White as co-founders.

The Pack’s pre-seed investment round includes celebrities such as international footballer Chris Smalling; the UK’s best-selling vegan celebrity chefs, Henry Firth and Ian Theasby, known across the world as BOSH!; and former Liverpool and Hull footballer Kevin Stewart.

The raise also attracted support from Veganuary co-founder Matthew Glover’s fund, Veg Capital; Capital V and several startup founders including Kerstin Robinson, of Nix & Kix; Stephanie Peritore, of Mindful Bites; Olivia Wollenberg, founder of Livia’s; and hospitality entrepreneur and influencer Loui Blake.

PLANET-FRIENDLY

Due to launch early this year, The Pack’s range will consist of three different flavoured, ambient, plant-based wet foods for dogs. The products have been formulated by food scientists, pet nutritionists and pet food technologists using a proprietary blend of plant-proteins.

Damien and Judy say they are looking ‘to transform the pet food industry, creating great-tasting, planet-friendly products that pets love’.

They said: “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.”

Co-founder and vegan investor Michiel van Deursen is pleased he has been able to follow the massive growth of the plant-based market from up close through his investment companies, saying: “The one thing missing is pet food. Four-legged family members should also be able to have access to enjoy healthy, amazing, alternatives to meat rich diets. This is why I did not hesitate to join The Pack.”

International footballer and investor Chris Smalling added: ‘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.”

The Pack will be available direct-to-consumer via ThePackPet.com and on various marketplaces including leading plant-based supermarket The Vegan Kind. Rapid expansion is planned and the brand aims to hit retail by the second quarter of 2021.