Vegdog has been selling vegan dog food since 2016, no longer only in Germany but throughout Europe. In 2018, founder Tessa Zaune-Figlar pitched in the VOX show “The Lion’s DenWith success: In exchange for 20 percent of the company shares, she received 150,000 euros from Dagmar Wöhrl, as well as her support in marketing and sales. Zaune-Figlar convinced the lioness not only with her concept, but also with sales of 100,000 euros in 2017. Two years later, this figure had already reached 1 million euros.
Katjesgreenfood is now also investing in the startup, founded in 2015. The investment arm of the confectionery company Katjes Group has been active in Germany and the US since 2016 and focuses on sustainable and plant-based products. In addition to several US startups, its portfolio includes the young companies Hemptastic, a manufacturer of hemp-based energy bars; the porridge manufacturer Haferkater; and the vegan supermarket Veganz. Since all three are based in Berlin, the investment in Vegdog marks the first time Katjesgreenfood has invested in Germany outside of the capital.
Manon Sarah Littek, CEO of Katjesgreenfood, explains:
“As a holistic food impact investor, we see not only the global food market, but also the impact we can achieve in the $87 billion pet food market.”
Vegan food for dogs
Zaune-Figlar founded Vegdog to to close a gap in the market: Due to a food allergy, she had to feed her own dog a vegan diet on the advice of her veterinarian. However, since there were no complete foods on the market that contained all the essential ingredients, she decided to fill the gap in the market herself. The founders then sought support from a veterinarian specializing in animal nutrition to develop the recipes. Accordingly, Vegdog dog food contains the minerals, trace elements, and vitamins that aren't provided by the original ingredients.
Co-Managing Director Valerie Henssen added:
"It's not about switching your dog to a 100 percent plant-based diet. If you switch your dog to one can of Vegdog wet food per week, you'll save approximately 650 kilograms of CO2 per dog per year."
