TORONTO — CULT Food Science Corp. announced Sept. 11 the official direct-to-consumer (DTC) launch of its Noochies! Freeze-Dried Dog Snacks. The cruelty-free treats for dogs are now available on the Noochies! website,

To celebrate the launch, the company is offering consumers a limited-time discount of 20% off with the promo code TAKEOFF20.

“We are excited to introduce Noochies! treats to pet owners who seek the best for their beloved companions,” said Lejjy Gafour, chief executive officer of CULT. “Our commitment to innovation, sustainability and animal welfare has driven us to create a line of treats that not only deliver the taste our pets enjoy but also promote the well-being of the animals.”

The treats are formulated with Bmmune®, a blend of nutritional yeast and fermented ingredients that offer a sustainable source of protein. Recent third-party testing showed the ingredient exceeds protein and amino acid standards set by the Association of American Feed Control Officials (AAFCO).

The freeze-dried Noochies! treats also deliver “meaningful amounts” of fiber and B vitamins, according to CULT. They are manufactured through a patented process without the use of any animal-based ingredients, which lends itself to environmental benefits.

“Introducing a new kind of pet food to the market is extremely rare, and so I’m very happy to be a part of this launch,” said Joshua Errett, founder of Noochies! “I’m even more excited because the two main beneficiaries of our new foods are ones I deeply care about – our pets’ health and the environment.”

Noochies! treats are currently available for purchase throughout the continental United States. The company noted it anticipates solid demand for its Noochies! dog and cat treats in the near future. Noochies! treats for cats are expected to launch in the coming months, as well as a line of complete-and-balanced food and supplement products for pets.

Read more about new pet food and treat products.