UK Pet Food launches dog obesity tool to tackle surge in cases

UK Pet Food has announced the launch of an interactive and educational dog obesity tool in response to the alarming rise in pet obesity.

The new tool has been developed in collaboration with human psychologist professor Thomas Webb from the University of Sheffield.

UK Pet Foods said that the United Kingdom is currently facing a pet obesity crisis, with an estimated 50% of dogs considered as overweight or obese by vets.

Recognizing the urgency of this situation, UK Pet Food partnered with professor Thomas Webb, an expert in behaviour change, to devise an “innovative” solution.

Together, they have created an “engaging” and “informative” tool that combines psychology with practical advice to help dog owners make informed decisions about their pets’ nutrition.

The first part of this initiative is a quiz titled “Who’s in charge when it comes to feeding your dog?” The quiz delves into the dynamics of feeding habits and offers dog owners insights into their roles in their pet’s dietary regimen.

After completing the quiz, participants are provided with a personalised help sheet tailored to their unique circumstances, enabling them to address challenging scenarios where overfeeding or overtreating their dogs may be a risk.

The tool incorporates professor Thomas Webb’s extensive knowledge in behaviour change to help dog owners:

• Identify triggers that lead to overfeeding and overtreating.
• Establish practical strategies to create healthier feeding routines.
• Make informed choices when selecting pet food products.
• Promote a balanced diet that meets their dog’s nutritional needs.

Sarah Hormozi, head of science and education, UK Pet Food: “We are committed to combating pet obesity and fostering a better understanding of the importance of a healthy diet for dogs. Our collaboration with Professor Thomas Webb brings a fresh perspective to the problem, bridging the gap between human psychology and pet nutrition.”