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Petcare’s burgeoning meat-free trend has been joined by Noochy Poochy – a sustainable brand that claims to offer the highest protein content of any vegetarian dogfood in the UK.

Its name comes from its use of nutritional yeast, also known as nooch. The ingredient gave Noochy Poochy’s “nutritionally complete” dry food “an irresistible cheesy flavour” the brand said.

The kibbles contained “everything needed for a healthy dog” it added. “By combining a number of different plant proteins, the food is able to achieve a 28% protein content – not only the highest of any vegetarian dogfood on the UK market but also higher than most meat-based dogfoods.”

The new dogs’ dinner: petcare report

Noochy Poochy is the first offer from startup McKinna Plant Labs, founded by UK vet Lucy McKinna. The brand’s debut SKU, a 2kg pack for dogs aged 12 months and over (rsp: £15.99), will initially be available in a fully recyclable bag from next week via Planet Labs’ website and Amazon. It is expected to roll out to selected independent retailers and wholesalers soon after.

The launch is the culmination of four years’ R&D by McKinna, who had “attracted significant interest from investors eager to invest in the plant-based revolution at a time when the number of household pets has skyrocketed” she said.

Noochy Poochy will find itself up against a raft of other petcare brands offering meat-free dogfood, including Lily’s Kitchen, Barking Heads, Yarrah and Hownd.

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