London-based The Pack is looking to produce dog food with pea proteins and assorted veg that's just as nutritious as the meat chunk-laden competition.
More pet owners would like to source vegan food and care products. According to 2019 research data published in New Zealand, around 35% of owners who nourish their pets on meat foods would consider vegan replacements.
The Pack recently closed on its seed round of funding, thanks to a consortium that includes the aptly-named Scelta Mushrooms (a B2B purveyor of mushrooms to kitchens and retail stores), Kale United and Veg Capital.
Also taking part, investors Leap Venture Studio & Academy, a pet-focused startup studio, along with angel backers Paul Peyer, Simon Newstead, Simon Day, Alicia Robb, Victoria Betoeski, Ian Baron, Tristan Thomas and Leo Groenewegen.
The startup was formed in early 2020 by co-founders Judy Nadel and Damien Clarkson. Nadel and Clarkson previously teamed on the launch of Vevolution, an investment platform for plant-based and cellular agriculture startups.
In a LinkedIn post, Nadel said: "In such an unstable time for most startups we are mindful how tricky the fundraising environment is right now - it has been a very challenging year for us but the things that have kept us going is our amazing and growing community of dog parents and pooches, our investors and advisors who have completely backed our vision and our own determination to make a much needed change to the pet food industry for the animals and the planet.
"In this current economic climate and challenging times we are all experiencing it is important now more than ever before for us all to come together as a community and to support one another."