Perhaps the biggest trend in food is around plant-based food – it is suddenly mainstream, so much so that it is moving into petfood, with Lily’s Kitchen launching a new dedicated range of plant-based recipes for dogs.

The Plant Power range directly taps into key trends around reducing meat consumption for health and environmental reasons. The range includes two new treats (Tropical Mango Jerky and Succulent Sweet Potato Jerky with Jackfruit) and two wet products (Mighty Burrito Bowl with Jackfruit and Vibrant Rainbow Stew).

Rodney Zasman, the resident vet at Lily’s Kitchen, said: “Pet parents who are looking to introduce a plant-based meal to their dog’s diet can rest assured that apart from increasing their intake of fruit and veg, having dogs join in Meat Free Mondays may offer health benefits, particularly for dogs with sensitive tummies, or who have sensitivities to specific animal proteins.”

The Mighty Burrito Bowl with Jackfruit and Vibrant Rainbow Stew are made with plant-based protein and natural ingredients.

The new range has been designed so that dogs can cut down their meat consumption but still enjoy a nutritionally complete meal and it comes with expert endorsement that it is healthy as part of a dog’s balanced diet.

This is an almost inevitable development as pet owners who are making value-based decisions on meat consumption would like their pets to join the party. This is why categories need brands, as this initiative works because of the marriage of insight and brand strength. The key here is the reason to believe. The focus on dog health and nutrition, endorsed by experts, gives the product the necessary credibility. The Lily’s Kitchen brand further builds this trust. It is hard not to see this being a premium growth segment and the major brands will be investing in innovation to develop products that fit the needs of owners and their pets. We hope the dogs enjoy it too.