HOWND’s Functional Treats Land on Shelves of Britain’s Largest Pet Retailer – vegconomist

HOWND this week announces the launch of three lines of its hypoallergenic functional treats into Pets at Home stores across the UK. The news shortly follows the March launch of the brand’s Superfood range into Pets At Home online.

Three flavours, in fully recyclable packaging, will be available from August 5th: Keep Calm with Camomile, Lavender and Valerian Root for stress relief; Got an Itch? with Shiitake Mushrooms and Turmeric for healthy skin & coat; and Yup You Stink! with Mint, Parsley and Lovage herbs for bad breath.

Founded in 2015, HOWND has evolved into a multi award-winning ethical lifestyle brand for dogs in the UK and overseas. This January, the company was named as one of the most ethical businesses in the world by The Good Shopping Guide. The treats, accredited by the Vegetarian (Vegan) Society, PETA Not Tested on Animals, and the Ethical Company Organisation, won the coveted gold for Food/Treats Product of the Year at the PetQuip Awards last September.

Raising the bar in the pet industry

Interest in and demand for plant-based pet food continues to surge, though widespread reports in the mainstream have sought to challenge its benefits. Professor Andrew Knight, a qualified vet and husband to Jasmijn de Boo, CEO of ProVeg International, calculated that if all the world’s dogs consumed plant-based food, it would save more GHGs than all those emitted by the UK, and an area of land larger than Mexico.

“If America’s dogs and cats were their own country, their consumption of meat products alone would rank fifth in the world, and it’s estimated that between 20-30% of the negative environmental impacts of meat production (GHG emissions, land, water) can be attributed to their daily consumption,” explained Rich Kelleman of Bond Pet Foods in an interview with vegconomist last year.

Based on such information, it is clear that these products are a necessary replacement for animal foods made from animals, not least to avoid funding the suffering involved in their production.

The rollout of Hownd’s treats into Pets at Home is the latest in a list of brick-and-mortar retail stores around the world beginning to list animal-free alternatives for pets.

“We’re delighted to have HOWND plant-powered wellness treats listed in Pets at Home as a healthy meat alternative snack for dogs,” says Jo Amit, Product Director. “With our commitment to innovation and the well-being of all animals, HOWND continues to raise the bar in the pet industry. “

Each Hownd recipe is free from soy, wheat, gluten GMO, and animal-derived ingredients. Available in stores and online this summer. RRP £2.95.