As part of the company's ongoing international expansion, German vegan pet food brand VEGDOG has entered a new Western European market, launching sales in Italy.
The latest development follows the brand's expansion to Austria and Switzerland, among others, driven by increasing sales. At the same time, the business continues to expand its product range, broadening its portfolio of plant-based cat treats.
VEGDOG has entered the Italian market through the business-to-business (B2B) channel, while also launching a dedicated website for Italian consumers, a spokesperson for the company told Petfood Industry.
In the Italian market, the pet food business has already achieved "very promising results" and plans to enter further markets in 2027, he said.
Meanwhile, VEGCAT Pure Bites, the brand's first plant-based cat treats, was recently honored with a PETA Vegan Award. The award recognizes the products' acceptance among cats, but also VEGDOG's commitment to animal welfare, innovation and a consistently plant-based portfolio, according to the company.
“This award means a great deal to us because it recognizes several values that are at the heart of everything we do: animal welfare, innovation, and products that cats genuinely enjoy," Tessa Zaune, the co-founder and CEO of VEGDOG, was quoted as saying in a statement. "As pioneers in the field of plant-based cat treats, we are deliberately exploring new territory. It's incredibly rewarding to see this approach being recognized—not only by cats themselves, but also by a respected animal protection organization such as PETA."
The award encourages the German company to continue expanding the VEGCAT portfolio.
Earlier in 2026, VEGDOG released VEGCAT Digestives, a range of treats designed to support healthy digestion.
“They will soon be joined by VEGCAT Skincares, formulated to support healthy skin and a shiny coat. Both products feature the same popular crunchy format and recommended retail price as the award-winning VEGCAT Pure Bites,” according to the statement.
Set up in 2015, VEGDOG is based in Munich, in the country's southern state of Bavaria. The company's product range is available for purchase online, but also through a pan-European network of retailers.
The German producer said it “offers the first vegan, gluten-free and 100% complete dog food developed in collaboration with specialist vets.”
Pooch & Mutt ventures into freeze-dried products
The Czech Republic's Vafo Group has announced that Pooch & Mutt, the group's leading pet food and health brand, has broadened its Raw range with the introduction of its first freeze-dried products.
Freeze-Dried Treats and two Freeze-Dried Toppers, both available in meaty and fish flavors, are part of the new range, the Czech business said in a statement.
“The launch marks a new category entry for the brand, strengthening its position across functional feeding, treating, and everyday pet wellbeing,” Vafo Group said.
All the new products within the range are grain-free, suitable for dogs from 12 weeks old, and designed as complementary feeds, according to the pet food maker.
“Freeze-dried is an exciting new format for our Raw range because it brings together several things we know owners are looking for: High-quality protein, convenience, strong palatability and simple ways to add more functional value into their dog’s day,” Paul Dennison, the CEO of Pooch & Mutt, was quoted in the statement. “These new Treats and Toppers give owners more choice, whether they are rewarding good behavior, supporting training, encouraging fussier dogs at mealtimes, or adding an extra boost to their dog’s bowl.”
Earlier this year, Vafo Group announced that Pooch & Mutt had undergone a major identity and packaging refresh. The effort underpins the group's plans to roll out a number of new products across meals, functional treats and more categories under the brand.
