Fresh dog food start-up Butternut Box debuted its first meatless dog meal based on demand from consumers who want to feed their pets a vegetable-based meal at least once a week. Ready Steady Veggie is a first-of-its-kind product from the company that's formulated with protein from eggs, plus plant-based protein from peas and potatoes. It includes a 60% vegetable base made from butternut squash, sweet potatoes, carrots and green beans
Charlotte McCormack, head of product development, Butternut Box, says "Our dogs aren’t just pets, but important members of our families too. If we as owners are choosing vegetarian, flexitarian or plant-based lifestyles, then it’s only right that our pets can enjoy that option too." This meatless dog meal aligns with the humanification of pet food that reflects pet owners' preferences.
Meatless Dog Meals
Butternut Box's Ready Stay Veggie is Plant-Powered
Trend Themes
1. Meatless Pet Food - The meatless dog meal produced by Butternut Box reflects a growing trend towards pet owners wanting to provide vegetarian, flexitarian or plant-based lifestyles for their pets.
2. Humanification of Pet Food - Pet owners' desire to see their pet food reflect their own food choices is a disruptive innovation opportunity for companies in the pet food industry.
3. Plant-based Protein - The use of plant-based protein from sources such as peas and potatoes in Butternut Box's meatless dog meal highlights a trend towards alternative protein sources, which presents an opportunity for food producers and growers.
Industry Implications
1. Pet Food - The trend towards meatless and plant-based pet food shows an opportunity for innovation and growth in the pet food industry.
2. Food Production - The use of alternative protein sources in pet food and human food provides an opportunity for food producers to explore new avenues of growth.
3. Alternative Protein Sources - The shift towards alternative protein sources in pet and human food presents an opportunity for growers to explore and develop new crops and cultivation methods.