VEGDOG: “Our Goal is to Continue to Focus on Innovation and Lead the European Vegan Dog Food Market” – vegconomist – the vegan business magazine

Germany’s VEGDOG is the primary dog food producer to concentrate on 100% plant-based and gluten-free entire pet food. The theory at the back of the logo comes from corporate founder Tessa Zaune-Figlar and is according to a private revel in as a canine proprietor. After a one-year building segment, VEGDOG celebrated its marketplace release in 2016 and offered the logo’s first leading edge rainy meals merchandise.

VEGDOG used to be established in 2016, what’s the concept for VEGDOG’s basis as a 100% plant-based entire pet food?
Tessa Zaune-Figlar, founder and CEO: My Shephard-mix Nelson suffered from a critical meals hypersensitive reaction, subsequently, our veterinarian steered reducing all animal parts from his vitamin. Nelson, on a vegan vitamin? Truthfully, I used to be sceptical to start with, however to lend a hand Nelson, I used to be keen to check out the whole thing. I gained vegan recipes from skilled veterinarians that might fulfil my canine’s dietary wishes and very quickly, he used to be unfastened from all signs.

“canine want protein and the proper vitamins… now not meat, which is able to all be supplied on a plant-based vitamin”

After years of looking for the proper remedy for his problems, this got here with reference to a small miracle. Nonetheless, home-cooking steadily become somewhat time-consuming. And after in depth analysis, I concluded that there is not any vegan pet food that meets all dietary necessities of a canine’s vitamin. Therefore, I made up our minds to expand a whole plant-based pet food at the side of the assistance of skilled veterinarians. Now, I do know that canine want protein and the proper vitamins… now not meat, which is able to all be supplied on a plant-based vitamin. That is VEGDOG’s tale.



For the reason that basis of VEGDOG, how did the corporate develop and evolve? Which milestones have been reached?
Tessa Zaune-Figlar: In 2015, I began with 3 varieties of rainy meals that have been introduced in 2016. Then in 2017, co-founder Valerie Henssen joined the corporate and in 2018 we offered VEGDOG at the TV display “Die Höhle der Löwen” (German model of the TV display “Shark Tank” and “Dragons’ Den”). Because of this, the Wöhrl circle of relatives (one of the crucial buyers of the TV display) joined the corporate as neatly. Following the broadcasting of our efficiency, we introduced our dry meals in addition to our first snack. Later in 2020, the circle of relatives Wöhrl and VEGDOG separated on just right phrases simply to win Katjesgreenfood as the following investor in a while after. Since then, we’ve been launching a number of different snacks in addition to a sustainable innovation this summer time: rainy meals in Tetra Pak packaging. Additionally in 2020, we controlled to achieve the 1,000,000 turnover mark for the primary time!

Right here at VEGDOG, we by no means sit down nonetheless which led to many thrilling trade years. We will be very happy with this very a success building of VEGDOG. For the longer term, our function is to stick at the street of innovation to change into the Ecu marketplace chief for vegan pet food in 2023/2024. We will say needless to say that we’re heading in the right direction for this with our fast-growing group filled with motivated and inventive staff that proportion our project and imaginative and prescient with all their hearts – the project and imaginative and prescient to revolutionise the pet food marketplace whilst supporting animals and the surroundings.

vegdog logo


Which plant-based choices include your present product vary and which parts are getting used for them?
Valerie Henssen, co-founder and CEO: We provide quite a lot of merchandise of vegan pet food. Inside our entire meals phase, we provide our dry meals GREEN CRUNCH in addition to 4 varieties of rainy meals. Two of them are suited to grownup canine (certainly one of them within the leading edge packaging Tetra Pak), one for senior canine and one for smart canine. For house owners that wish to cook dinner pet food themselves, we provide our mineral powder ALL-IN-VELUXE that gives all very important vitamins for canine. Closing however now not least, our snacks!

The DENTALS are the perfect deal with to strengthen your canine’s dental care whilst our VEGGIES immune and skin care are nice for rewarding your canine. Our absolute jackpots despite the fact that are our BEEVYS and JERKEYS. Those snacks are coated in beech picket aroma and persuade even the closing sceptical muzzle. It’s our precedence to make use of high quality components for all our merchandise. In spite of everything, we’re our most crucial buyer as maximum of our staff have canine themselves. We use high quality choice protein resources like lupines, peas, or lentils in addition to wholesome fruit and greens. Superfoods like chia or linseeds at the side of our mineral powder entire our recipes. Moreover, we care concerning the sustainable issue of our components, therefore we most commonly use regional merchandise.

© malamooshi –

Which benefits supply plant-based pet food compared to standard merchandise?
Carla Steffen, VEGDOG’s veterinarian: The 2 primary causes at the back of a vegan vitamin for canine are moral facets and the puppy’s well being. Many of us wish to cut back their meat intake and therefore transfer to a vegan vitamin. As this present day it’s also imaginable for a canine to be wholesome on a vegan vitamin, many canine house owners select to modify to strengthen basic animal welfare. Moreover, plant-based pet food involves a robust aid in a canine’s CO2 paw print. In line with a Swiss learn about concerning the lifestyles cycle review of canine, our four-legged buddies’ once a year have an effect on at the setting equals a automobile experience of three,700 km. Probably the most largest stocks of that is coated by means of meat-containing meals. If a canine proprietor chooses our dry meals GREEN CRUNCH, they may be able to save an quantity of CO2 that equals a automobile experience of 225km.

As discussed sooner than, the second one merit is the well being cause. The collection of canine that be afflicted by meals hypersensitive reactions is expanding leading to extra house owners on the lookout for choice protein resources. Naturally, vegan pet food is unfastened from a wide variety of animal-based allergens that are the primary supply of inauspicious meals reactions in canine. Therefore, plant-based meals is typically extremely appropriate for delicate canine.


Not too long ago, you introduced two new vegan snacks. Are we able to be expecting additional leading edge merchandise quickly?
Valerie Henssen: At VEGDOG, we by no means sit down nonetheless and continuously paintings on new product inventions. Only a few weeks once we had offered the snacks BEEVYS and JERKEYS we added any other rainy meals for grownup canine to our product vary that is available in Tetra Pak packaging. That is an absolute innovation as up till then there used to be no such meals in the marketplace. Tetra Pak is considerably extra sustainable in comparison to its packaging choices. Its sensible shape, the fabrics used for manufacturing and its recycling charge make Tetra Pak 5x extra climate-friendly than standard packaging. We’re very happy with our innovation and the comments we’ve been receiving since then. We’re lately growing additional merchandise, alternatively, they’ll nonetheless be stored secret for some time.

What are your distribution channels to your merchandise?
Tessa Zaune-Figlar: We provide all merchandise on our on-line store the place other folks can make the most of a handy subscription be offering for a smaller worth and automatic orders. Moreover, website online guests can use our store seek to seek out bodily retail outlets close by. We’re specifically satisfied concerning the expanding collection of retail and drugstores that upload our merchandise to their cabinets. For instance, you’ll in finding our DENTALS in all dm retail outlets in addition to our entire product vary in decided on REWE subsidiaries.

Dog puppy food

© Gorilla –

Do you suppose the marketplace for plant-based animal meals will alternate all the way through the following years?
Valerie Henssen: Up to now, vegan pet food used to be a real rarity. Because of this why there have been no rankings of marketplace performances of that sector but even so the common meals business (20-fold expansion all the way through the previous 10 years). Homeowners who sought after to feed their canine a vegan vitamin typically had no different probability than to cook dinner themselves and seek intensively for plant-based snacks. Lately, alternatively, you’ll in finding vegan choices in each and every puppy store. Much more, we will be able to get entry to business rankings that turn out that vegan pet food has handed the days of being a distinct segment sector (one-fourth of canine house owners would imagine a vegan vitamin for his or her canine). But even so the totally vegan corporations, there’s a rising be offering amongst standard manufacturers that upload plant-based choices to their product vary.

One thing should alternate: the stipulations of mass farm animals farming accompanied by means of the struggling can’t be accredited anymore. by means of introducing one veggie day per week or switching to vegan snacks, house owners can strengthen animal welfare. Instances have handed by which canine are being in comparison to wolves. To the contrary, increasingly more other folks recognize the discrepancies between wild wolves and the canine that are living in our houses.

“One thing should alternate: the stipulations of mass farm animals farming accompanied by means of the struggling can’t be accredited anymore”

All through the time of domestication, canine most commonly lived on a plant-based vitamin deriving from meals scraps as meat used to be a unprecedented and precious just right. This allows the canine of lately to digest starch which makes the canine – like us people – an omnivore. Canines have tailored to a lifestyles with people and therefore display transparent variations to wolves.

Ultimately, this a part of schooling is so vital for us to persuade people who it’s certainly imaginable for canine to thrive on a vegan vitamin whilst including a huge proportion to animal welfare and environmental coverage. In step with our expanding collection of shoppers, we all know that individuals have change into extra conscious about those problems. Therefore, vegan pet food will in finding its position within the center of society.