A new vegetarian pet food company has launched with the promise that it will revolutionise the plant-based market with the launch of Noochy Poochy, a complete dog food.

Noochy Poochy is the first offer from start-up McKinna Plant Labs, founded by UK vet Lucy McKinna.

Using select organic ingredients, Noochy Poochy was formulated by Ms McKinna and an animal nutritionist, working in collaboration to ensure it provides a nutritionally complete food, containing everything needed for a healthy dog.

By combining a number of different plant proteins, the food is able to achieve a 28% protein content, not only the highest of any vegetarian dog food on the UK market but also higher than most meat-based dog foods, and an impressive omega 6:3 ratio of 4 to 1.

Ms McKinna said: “We haven’t yet found a vegan vitamin D3 that can stand the super high heat Noochy Poochy gets cooked to, but we are entering a trial with a promising D3 soon and are excited for the results.

“Every other ingredient in the food is 100% vegan and ethically sourced and we’re proud it has accreditation from the Vegetarian Society, PETA and The Ethical Company Organisation.”

The brand’s ethics don’t stop at the food itself, with the packaging being fully recyclable and the brand also hoping to appeal to stores that have zero waste dispenser facilities.

Ms McKinna said: “Alongside our bagged offering, we’re hoping Noochy Poochy, as a sustainable dry food, will also appeal to those stores looking to break into zero waste dispensary.”