Paw diet: can vegan food and insect kibble really win over our pets?

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Paw diet: can vegan food and insect kibble really win over our pets?

31 August 2019
News
Plant-based alternatives and pellets made of grubs are on sale in the UK. But do they pass the taste test?

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.