CHICAGO — Because, Animals has added a new pumpkin flavor to its line of Noochies plant-based dog cookies. It also announced a new retail-ready packaging design optimized for e-commerce.
Pumpkin Noochies+ are formulated with nutritional yeast — which the company calls “nooch” — pumpkin, beta glucan to boost immune system health, Vermont maple syrup, cinnamon, ancient grains, coconut oil and applesauce.
All the ingredients included in Because, Animals’ Noochies line, first launched in December 2019, are selected to provide nutritional and wellness benefits. Pumpkin serves as a source of soluble fiber to support digestion, while beta glucans can support immunity, manage the effects of stress, support cognitive clarity and maintain healthy energy levels.
Additionally, nutritional yeast provides all 10 essential amino acids required by dogs, as well as B vitamins to support metabolism, immunity and brain development, the company stated.
The formulas include barley as another source of fiber, coconut oil to aid digestion, energy, and skin and coat health, and applesauce as a source of vitamin C, B complex vitamins, calcium, potassium and phytonutrients.
“Pumpkin Noochies+ are loaded with healthy ingredients but we’ve come to think of yeast-derived beta glucan as a magical ingredient for immunity and promoting overall physical health,” said Shannon Falconer, Ph.D., chief executive officer and co-founder of Because, Animals. “Perhaps more importantly, dogs love the winning combination of umami from nutritional yeast and the sweetness of maple syrup paired with apples, pumpkin and barley.”
New package designs for the company’s Noochies line are produced with recycled water bottles. Additionally, the company has added a comma to its logo, reflecting “why the founders started the company: Because, Animals.”
“Our new sunshine yellow, earth green, sky blue and petal pink colors with futuristic illustrated dogs and cats stand out on the shelf and suggest a more positive future where meat for pets is cultured instead of slaughtered, reducing the staggering toll of animal agriculture on our planet,” Falconer said.
Because, Animals renamed its dog and cat supplements, Omega & Probiotic Sprinkles, previously known as Superfood & Probiotic Supplements. The purpose for this was to highlight some of the most valued ingredients today’s pet parents look for, although ingredients and formulations for the supplements are unchanged. The supplements market health, coat and digestion benefits.
The company, founded in 2016, produces cultured meat for dog and cat food and treats, and is currently developing its first complete-and-balanced product, scheduled for release in 2022. Because, Animals took first place in Purina’s 2020 Pet Care Innovation Prize for its unique approach to pet nutrition.
Read more about new pet food and treat products.