Reading Time: 2 minutes THE PACK plans to disrupt the dog food sector
Reading Time: 2 minutes

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.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.