Hownd has announced the launch of ‘Hownd Plant Powered Superfood’, a nutritionally complete food product for adult dogs, which uses 100% plant-based ingredients.
The group, which has produced cruelty-free, plant-based pet care products since 2015, said the launch comes as the vegan pet food industry is gaining momentum, and consumers are making more conscious choices on the quality, provenance, health and environmental impact of their dog’s food and products.
The new product launches with a quinoa and pumpkin casserole recipe, which is made with high quality proteins and 100% clean, prebiotic superfood ingredients such as organic Hemp protein and antioxidant Moringa.
It can be fed to dogs over a few meals a week to aid their overall health, or can alternatively 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.
Formulated by veterinary and animal nutritionists, the recipe features a blend of highly digestible proteins, fats, carbohydrates and essential nutrients, and does not include any toxins, hormones or antibiotics.
According to Hownd, 1.6% 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.
The latest offering is a “natural progression” for the brand, which has championed 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.”