Woofs Has More Treats In Store

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WOOFS has more treats in store
13th September 2018

By Karen Pickwick

A lot can happen in a year and that is certainly the case for Stewart Irvine, co-founder along with his business partner, David Judd, of new ethical treats company Wild Ocean Omega3 Fish Snacks, trading as WOOFS.

Since starting the business in July last year and officially launching in February, the firm has established itself in the pet treat market, with its ethically-sourced range of fish-based snacks. Both Stewart and David are based at the firm’s headquarters in Surrey but the treats are manufactured in the UK at their plant in Cornwall and at their other facility in Estonia.

The company is now set to launch further new products in the dog snack range later this year and is developing fish-based pet food recipes, working alongside pet nutritionist Moddie Lambert.

WOOFS is one of only a handful of UK pet food companies to hold the Marine Stewardship Council (MSC) certificate, which means all the fish that goes into the manufacture of the treats is from fully traceable and sustainable sources and that the Woofs’ fishery has been independently assessed on its specific impacts to wild fish populations and ecosystems.

Stewart said: “After we have established our fish-based treats and snacks, we intend to expand the treat portfolio to 8-10 products and then start manufacturing wet food in cans and/or pouches. We are also looking at the fast-growing raw food sector of the pet food market in which Moddie Lambert, our pet food nutritionist, has a particular expertise. Moddie has been heavily involved in developing recipes with tripe as the base.

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“Tripe has well-documented qualities with plenty of enzymes, good bacteria and nutrients. Fish will be the main ingredient (s) given WOOFS’ expertise in procuring first class products. The company is already speaking to potential manufacturers and distributors in Russia and Hong Kong/China.”
Other products in the range include Cod Cookies, which are made from 85% cod and 15% potato as well as dried sprats, which like all the other products in the Woofs range are 100% natural and hypoallergenic. WOOFS’ products are ideal for dog owners who feed raw as they are a perfect complement to the diet.

“The WOOFS range is perfect for retailers to stock,” said Stewart. “It fully complements the raw food diet as the treats are 100% natural and low in fat. They can also be used as a topper, to enhance the nutritional quality of cheaper diets, as in the new Granola product that has just been launched, which can be sprinkled on top of wet, raw and dry diets.”

The range has been veterinary approved, and the firm works alongside vet Imogen Moore, who acts as an additional adviser to customers. She has appeared on Channel 4 with Alan Davies and is currently working as a vet at the RSPCA Harmsworth Hospital.

WOOFS is rapidly expanding its retail base, having already secured a number of stockists and will shortly be listed on the Ocado online shopping site.