“The opportunity to create a positive dietary shift for our furry friends is huge.”

Damien Clarkson and Judy Nadel, the team behind Vevolution – an events and media company that supports plant-based innovators – has announced plans to disrupt the dog food industry with their new venture -The PACK.

The couple has teamed up with tech entrepreneur and high-profile vegan investor, Michiel van Deursen and product specialist, Russell White, who have joined them as co-founders to launch the company with a mission to ‘create nutritious and healthy pet food that harnesses the power of plants.’

THE PACK recently closed a successful pre-seed investment round and welcomed high-profile names including Chris Smalling, vegan celebrity chefs, Henry Firth and Ian Theasby, (aka BOSH!), and Veganuary co-founder Matthew Glover’s fund Veg Capital, among others, as investors.

‘Ambient plant-based dog food’

THE PACK’s range, which is due to launch in early 2021, will consist of three different flavoured ambient plant-based wet foods for dogs.

The dog food has been formulated by ‘food scientists, pet nutritionists, and pet food technologists, using a proprietary blend of plant-proteins’.

In a post to Instagram, Clarkson wrote: “We’ve been working behind the scenes on this business for nearly a year and are so grateful to all the investors who have backed our vision and all the countless people who have given their time to guide us on this journey.”

Filing the gap

Speaking about the need to create planet-friendly products for pets, Clarkson and Nadel, in a statement, 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, added: “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.”

‘Buzzing to be involved’

Investor Chris Smalling explaining his reasons for supporting the brand said the “category is ripe for disruption” and the team has built an exciting brand covering “all bases within the product development process to make sure our four-legged friends are nutritionally well cared for.”

Vegan chefs, Henry Firth & Ian Theasby, added: “At BOSH!, we’ve seen the demand for vegan food continue to boom over the last five years – and that doesn’t stop when it comes to our pets. Now dogs can enjoy tasty plant-powered nosh too! We’re buzzing to be involved and see THE PACK shake up the pet food industry.”

The Pack’s plant-based pet products will be sold via the brand’s own website, as well as at various marketplaces including leading plant-based supermarket The Vegan Kind. The company has major expansion plans and is gearing to hit mass retail by Q2 2021.

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Mohsina Dodhiya

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