DreamBone’s non-rawhide, healthy, and highly digestible dog chew has won the Pet Food Category in the Grocer New Product Awards 2015. The Grocer leads the market as the UK’s only paid-for online service and weekly magazine with coverage of the whole fast-moving consumer goods sector.

Each year, The Grocer New Products Awards celebrate and reward outstanding innovation in the UK FMCG sector in both non-food and food categories. A group of expert judges test a huge array of new products entered, across 34 different categories.

Tested by a panel of dog owners, this “novel and healthy” chew resulted in plenty of happy pooches. Ninety-six percent of testers rated their dog’s enjoyment of it as good or excellent, with many commenting that it kept their dog entertained and had a great taste and texture dogs seemed to find easier to chew. Made with vegetables, grains and chicken, the chew does not contain rawhide.

DreamBone was shortlisted through two stages before making it to the final. The 2015 Pet Food Finalists included: Purina Gourmet Mon Petit – Fish, DreamBone, Pooch & Mutt, Calm & Relaxed, Grain-Free Dog Food, Vets Kitchen Adult Sensitive Grain-Free Pork & Potato.

“We are honored DreamBone has won the Grocer New Product Awards this year,” said Dreambone Vice President of Marketing Maggie Marchese. “It’s a wonderful feeling to hear the incredible feedback from the panel of testers. We’re thrilled to know both pet owners and canines in the UK are embracing the many benefits of our innovative, non-rawhide chew brand.”

DreamBone is the next generation dog chew that has all the benefits of a rawhide chew without the rawhide. Although rawhide chews are one of the most common types of chews for dogs, many veterinarians and pet owners have health and safety concerns with these types of chews. DreamBone dog chews, on the other hand, are made with wholesome vegetables such as sweet potatoes, carrots and peas, in the place of rawhide, and chicken.