The Protein Ball Co launches new It’s The Dog’s treats for both owners and pets

It’s The Dog’s treat but the owner can paw in too

THE Protein Ball Co, the company that launched an alternative to protein bars, has entered the pet treat market with the launch of It’s The Dog’s. 

The new range only uses all natural human-grade ingredients, that are made in the same kitchen as the protein ball treats for humans. 

The ingredients and hand-rolled process when making them means that dog-owners can also eat the treats.

Its The Dogs had a soft launch at the London Coffee Festival, targeting dog-friendly cafes and bars, and is to launch nationally in independent retailers. 

Co-founder and brand spokesperson, Hayley Hunt, said: “We actually make a point of specifying on pack ‘made for dogs, fit for owners’ because our unwavering commitment to nutrient-dense, human-grade ingredients means that you can actually share these moreish treats whilst out on your walk.”

It was the launch of a low-calorie nut butter sub-range of Protein Balls that led to the brand extending into dog treats. 

By working with respected canine nutritionists and dog care specialists, the team were able to craft a healthy fats peanut butter protein ball which contains nutrient-rich pumpkin seeds and some “fibre friendly” chia seeds to offer some additional health benefits for both dog and owner.

“The joy of a human food business like ours joining the dog treats fray is that we bring the all-important transparency and traceability that you’d insist upon when dealing with any human food provider,” said Hunter. 

“Pet humanisation – treating one’s pet as part of a family member – has been the hottest trend in the pet food aisle for some time, which makes a shared snack the obvious step.”