Paw diet: can vegan food and insect kibble really win over our pets?
The climate crisis, as well as health concerns, has prompted a growing number of people to change their diets, becoming flexitarian – eating meat only occasionally – or switching to entirely plant-based diets. So it was only a matter of time before their pets followed suit.
Rover, Max and Ludo are now the target of an alt-meat makeover as the pet care market – which is worth more than £6bn a year in the UK alone – gets a 21st-century overhaul backed by high-profile investors.
The meat substitute industry is already big business for humans, with one newly floated pea protein burger company – the Los Angeles-based Beyond Meat – rocketing to a $10bn valuation.