VEGDOG enters the cat market

The Munich-based food tech company VEGDOG, previously known as a European provider of vegan dog food, is expanding its product range and launching a product for cats on the market for the first time. With the new "VEGCAT Pure Bites", the start-up is launching its own category within the VEGCAT brand and is focusing on a cat snack based on fermentation protein.

Entry into a new product category

The expansion of the product range marks a strategic step for VEGDOG into another area of pet nutrition. Since its foundation in 2015, the company has focused on plant-based food for dogs developed by veterinarians. With the launch of VEGCAT Pure Bites, VEGDOG is now transferring this approach to cat products for the first time.

The new snack will be available in the company's online stores in Germany, Austria and Italy from November 24, 2025.

Fermentation protein as the central ingredient

A special feature of the new product is the use of a fermentation protein with a protein content of around 60 percent. This protein is produced by fermenting biomass with microorganisms. The production method is considered to be resource-saving and efficient and is in line with the company's sustainability standards.

The VEGCAT Pure Bites also contain added taurine (4,000 mg/kg), an essential amino acid for cats. VEGDOG does not use any artificial colors or flavors. Because the snacks contain no animal proteins, they are also suitable for cats with sensitive diets.

Demand for animal welfare and quality

With the new VEGCAT brand, VEGDOG is consistently pursuing its corporate philosophy of placing scientific findings and high-quality ingredients at the heart of product development. The founders Tessa Zaune-Figlar and Valerie Henssen emphasize that modern plant-based alternatives are now also nutritionally possible for cats.

In addition to the focus on animal health, sustainability plays a key role. The elimination of animal ingredients is intended to reduce the ecological footprint and provide an ethical alternative to conventional products.

Strategic expansion after financing

The company's entry into the cat food market comes just a few months after VEGDOG announced growth financing of around 9 million euros in May 2025 (we reported). With this capital increase, the company is driving its expansion, both through new product lines and broader European market coverage.

The launch of VEGCAT Pure Bites is seen as a further building block in this growth strategy and could open up access to an additional, large market segment.

VEGDOG offers vegan formulated, gluten-free and complete dog food. The range includes dry and wet food, nutritional supplements and snacks. Investors include the Green Generation Fund (GGF) and the European Circular Bioeconomy Fund (ECBF).