Disrupt dog food THE PACK plans to disrupt the dog food sector - Media Credit:

Entrepreneurs Reveal Plans To ‘Disrupt Dog Food Industry’ With Plant-Based Alternatives

A pair of vegan entrepreneurs have revealed their plans to disrupt dog food by offering plant-based alternatives to traditional meat dishes


2 Minutes Read

A pair of entrepreneurs have revealed their plans to disrupt dog food – by creating plant-based alternatives.

Damien Clarkson and Judy Nadel, the founders of Vevolution, have just closed a pre-seed investment round for the brand called THE PACK.

Together with their co-founders, who include vegan investor, Michiel van Deursen and product specialist, Russell White, they want to create ‘nutritious and healthy pet food that harnesses the power of plants’.

Disrupt dog food

The brand’s investors include some high profile figures.T hese include footballer Chris Smalling, vegan celebrity chefs, Henry Firth and Ian Theasby, (aka BOSH!), among others.

The range, which is set to launch this year, will feature three different flavored ambient plant-based wet foods for dogs. According to THE PACK, these have been formulated by ‘food scientists, pet nutritionists, and pet food technologists’. They have used ‘a proprietary blend of plant-proteins’.

Dog food

Clarkson and Nadel released a statement about the plans. They said: “Pet parents across Europe have been crying out for a highly nutritious plant-based product. The opportunity to create a positive dietary shift in the diets of our furry friends is huge. 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.”


Investor Chris Smalling, said: “This category is ripe for disruption and I’m so happy to be a part of THE PACK’s journey to make it happen. The team has covered all bases within the product development process to make sure our four-legged friends are nutritionally well cared for and the brand they are building is really exciting.”

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.”

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The Author

Maria Chiorando

Maria is the former editor for Plant Based News. She has been a newspaper reporter and features writer. Her work has been published by The Guardian and The Huffington Post, among others

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Rowland Ross
Rowland Ross
1 year ago

DISGUSTING! If you can’t give an animal a decent natural life and feed it on a natural diet, DON’T BUY ONE!

1 year ago
Reply to  Rowland Ross

what’s not natural about plants?

My Staffy and Jack Russel have been on a plant based diet for years and they thrive… commercial meat pet food is toxic

1 year ago

This is a great idea and should provide a healthy cruel free alternative

1 year ago

According to Dr. Lorelei Wakefield, VMD, “Dogs in India have largely been vegetarian for thousands of years and we have not seen any systemic illness as a result. Modern day canines often have obesity, food allergies or diabetes – most of which can be prevented and sometimes cured with vegan diets.”

Rowland Ross
Rowland Ross
1 year ago
Reply to  Grizzly

Lorelei Wakefield is a committed vegan and as such is incapable of making objective judgements.
Most of the problems with dog food comes from using dried kibble, notorious for creating skin problems. One of the Vets in the practice I use is a vegetarian/ pescatarian who has specialised in dog nutrition and vehemently advocates a balanced raw diet. I have kept working gundogs for over thirty years all have been fed on raw food and all have retained maximum health and vitality into old age. Vegan dog food is kibble pure and simple and shouldn’t be entertained, plus whats a dogs life without a nice fat marrow bone to chew.