Lewis Hamilton, the renowned Formula One champion and a vocal advocate for veganism, has expanded his influence into the pet industry by investing in Bramble, a New York-based company that produces vet-formulated vegan pet food. This venture aligns perfectly with Hamilton’s personal and professional commitment to sustainability and animal welfare, reflecting his belief that the benefits of a plant-based diet extend beyond humans to their pets as well.

“As someone who’s continuously looking to improve my health and find the right food to keep my energy levels up, I think we should look to do the same for our pets, and I want to give Roscoe the best ingredients to keep him healthy and active,” said Hamilton, a committed vegan. “Bramble ticked all the boxes for me.”

Meanwhile, Roscoe has embraced the role of ‘chief taste officer,’ ensuring that Bramble’s products not only promote health but are also palatable for pets. In 2020, Roscoe, a 12-year-old bulldog, transitioned to a vegan diet, leading to notable improvements in his energy levels, coat shine, and skin health. These positive changes sparked Lewis Hamilton’s interest in Bramble, a company dedicated to enhancing canine health and longevity.

Bramble is named after a vegan border collie who lived to the remarkable age of 25, one of the longest recorded lifespans for a dog. This inspired Hamilton to support and invest in Bramble’s mission. The company focuses on producing high-quality, nutritious dog food that is rich in proteins and free from artificial additives, supporting pet health and environmental sustainability.

“This extends beyond a traditional investment for me, as this is a space I care deeply about and am excited to support,” said Hamilton. “It’s great to see how far plant-based food has come in the last five years, and I look forward to working with the passionate and dedicated team at Bramble to spread the message about how beneficial a plant-based diet can be for our dogs.”

Recent research highlights the potential health benefits of a plant-based diet for dogs. One study concluded that dogs on plant-based diets experienced better overall health outcomes, requiring fewer medications and veterinary visits compared to those on traditional meat-based diets. Following this research, the British Veterinary Association updated its stance, acknowledging that a fully vegan diet can be nutritionally complete for dogs if properly managed.

In 2021, frustrated by the lack of suitable options on the market, Amanda Rolat, founder and CEO of Bramble, launched the company. Bramble targets the premium market with two specially formulated meals—The Cowbell and The Roost—and two types of treats.

The Cowbell combines pea protein with sweet potatoes, lentils, carrots, peas, and apples, while The Roost features a blend of pea protein, brown rice, potatoes, carrots, peas, and pumpkins. According to the brand, these products contain higher-quality protein than many commercial dog foods and meet the nutritional standards set by the Association of American Feed Control Officials (AAFCO).

In addition, an independent feeding trial by the University of Illinois showed that dogs fed Bramble had significantly lower cholesterol and triglycerides as well as a healthier microbiome, according to Bramble.

“I created Bramble because I truly believe that dogs and their caregivers deserve access to complete and balanced food that is nutritionally packed, while also being free from pesticides, antibiotics, growth hormones, carcinogens, and other harmful contaminants,” said Rolat.

Through his involvement with Bramble, Hamilton is not only advocating for healthier, sustainable choices for pets but is also paving the way for further innovations in the pet food industry. This move could influence pet food manufacturers to adopt more ethical practices and consider the environmental impact of their products, potentially leading to a significant transformation in the market as pets alone are thought to consume 20% of all meat produced.

• Read: Is Lewis Hamilton Vegan? Here’s What We Know