Plant-based Dog Food Startup THE PACK Attracts Celebrity Investment

A London-based food tech startup, THE PACK, has today announced its plans to disrupt the pet food industry, having successfully closed the pre-seed investment round for its new range of plant-based dog food.

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THE PACK is the brainchild of Damien Clarkson and Judy Nadel, the founders of Vevolution, who are on a mission to create nutritious and healthy pet food that harnesses the power of plants. They are joined by tech entrepreneur and high profile vegan investor, Michiel van Deursen and product specialist, Russell White as co-founders.

THE PACK’s pre-seed investment round includes high profile celebrities such as international footballer Chris Smalling, the UK’s best selling vegan celebrity chefs, Henry Firth and Ian Theasby, known across the world as BOSH!, and former Liverpool and Hull Footballer, Kevin Stewart.

The raise also attracted support from Veganuary co-founder Matthew Glover’s fund Veg Capital, Capital V and several startup founders including Kerstin Robinson of Nix & Kix, Stephanie Peritore of Mindful Bites, Olivia Wollenberg, founder of Livia’s, and hospitality entrepreneur and influencer, Loui Blake.

Due to launch in early 2021, THE PACK’s range will consist of three different flavoured ambient plant-based wet foods for dogs. The products have been formulated by food scientists, pet nutritionists and pet food technologists, using a proprietary blend of plant-proteins.

Clarkson and Nadel are looking to transform the pet food industry, creating great-tasting, planet-friendly products that pets love. 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 for our furry friends is huge and 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, is pleased that he’s been able to follow the massive growth of the plant-based market from up close through his investment companies, saying: “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.”

International footballer and investor, Chris Smalling, added: “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’re building is really exciting.”

Vegan chefs, Henry Firth & Ian Theasby, are equally as excited about their involvement, saying: “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.”