OMAHA, NEB. — Tender & True has launched its first plant-based canine deal with line, which can be its first to incorporate upcycled substances licensed by the Upcycled Meals Affiliation. The title for the road, PB+, performs on the inclusion of 100% plant-based substances and pure peanut butter flavors.

The road contains three formulation — PB+ Honey Recipe, PB+ Berries Recipe, and PB+ Banana Recipe — every that includes complete fruit and veggies. The PB+ Honey Recipe is made with candy potato, apples, dried honey and rolled oats. The PB+ Berries Recipe contains candy potato, blueberries, cranberries, flaxseed and rolled oats. The PB+ Banana Recipe is formulated with candy potato, flaxseed and banana. All three formulation are low in fats and energy.

Kortney Unruh, advertising and innovation supervisor at Tender & True, informed Pet Meals Processing the inspiration behind these treats was “multifaceted.”

“Well being was an enormous focus, as was the entire epidemic round pet weight problems — is there a approach to current a pet deal with that’s low in fats however doesn’t compromise on high quality and style?” she mentioned. “In that, we have been in a position to supply upcycled substances, nonetheless sticking with our mantra of ‘Certifiably Higher’ substances which might be third-party licensed. We determined to work with upcycled substances and actual fruits and veggies, not powders.”

The formulation are nut free, whereas nonetheless together with a pure peanut butter flavoring. All three recipes embrace pea protein, apple cider vinegar, cane molasses, coconut glycerin and brewers dried yeast.

Picture courtesy of Tender & True

“The primary ingredient of all three formulation is nice potato, and we additionally use actual bananas and actual apples, blueberries and cranberries, and oats,” Unruh mentioned. “It’s a grain-inclusive deal with fairly than grain-free, which is somewhat bit completely different than what we at present supply. I feel it encompasses the mantra round discovering a more healthy stability for pets fairly than feeding calorie-laden treats on a regular basis.”

Sustainability is constructed into the formulation with the inclusion of upcycled substances, however an eco-friendly method can be evident within the product packaging. The PB+ line is Tender & True’s first to be packaged in baggage constructed from post-consumer recycled (PCR) supplies.

“That is our first line utilizing the upcycled certification, however we are literally reformulating another objects to incorporate these substances,” Unruh added. “The Upcycled Meals Affiliation’s mission actually mirrors ours when it comes to sustainability and discovering a greater approach to do issues.”

Unruh talked about the corporate has already accomplished one reformulation to incorporate upcycled substances in Tender & True’s present portfolio, and can proceed to search for different alternatives to incorporate upcycled meals in its present recipes. 

Tender & True’s present pet deal with portfolio options meat-first, jerky-style choices that leverage the corporate’s vertically built-in protein provide chain. This new PB+ line takes a unique method in an effort to raised attain pet house owners with an inclination towards plant-based merchandise.

“There are loads of shoppers trying for lots of various issues, and one in all them is plant-based,” she mentioned. “No matter it being on pattern this 12 months or on the downslope, these folks will at all times be there, and this PB+ line is basically making an attempt to accommodate these shoppers and what they’re on the lookout for.”

The corporate was in a position to obtain a plant-based, jerky-style deal with partly by incorporating rolled oats, Unruh famous.

“From a formulation standpoint, it wasn’t drastically completely different from that of a meat deal with,” she mentioned. “It does look a bit completely different, however the texture remains to be very tender. It mirrors and enhances our present deal with line fairly nicely.”

In 2023, Unruh shared that Tender & True will flip its focus to feline vitamin.

“Over the past couple of years, we’ve checked out our product portfolio in addition to gaps throughout the trade, and we’re seeing a have to give attention to cats,” she mentioned. “We launched our first cat deal with earlier this 12 months, which is MSC licensed and shredded, so it’s somewhat completely different than among the present merchandise on the market.

“We’ve got a pair actually thrilling merchandise within the pipeline that we plan to launch in Q1,” she added. “These two objects are cat-focused and characterize an entire completely different phase that we aren’t at present in.”

Learn extra about new pet meals and deal with merchandise.