Vegdog enters the cat market with fermented-protein VEGCAT snacks as plant-based pet nutrition evolves

Vegdog, the Munich, Germany-headquartered brand known for pioneering plant-based dog food in Europe, has entered the feline category for the first time with VEGCAT Pure Bites, a vegan snack for cats built around fermentation-derived protein. The launch marks a notable shift for a company that has so far focused exclusively on dogs and signals a broader strategic push into next-generation pet nutrition.

The new product arrives at a pivotal moment for the European pet food market, which surpassed €29 billion in 2024 and continues to expand through premiumization, rising allergy concerns, and greater attention to sustainability. While plant-based dog food has begun to carve out space in this landscape, the cat segment has remained largely untouched due to the long-held assumption that obligate carnivores cannot be fed on animal-free formulations. Vegdog’s debut aims to challenge that narrative with a snack rather than a complete diet, giving the company room to test the waters in a faster-moving segment.

VEGCAT Pure Bites are made using biomass fermented with microorganisms, achieving a protein content of 60% without any animal ingredients. The recipe is designed to be hypoallergenic and includes added taurine at 4,000 mg/kg, an essential nutrient for heart health in cats. The company said the product contains no artificial colorings or flavorings and is positioned as a nutritionally complete supplemental treat rather than a full replacement for conventional cat food.

For Vegdog, the use of fermentation-based protein is central to the proposition. Biomass fermentation provides a complete amino acid profile with efficient resource use and a significantly lower environmental footprint than animal-derived proteins. The company argues that these scientific advances now make it possible to design plant-based offerings that meet the dietary needs of cats without relying on animal inputs.

Tessa Zaune-Figlar, Vegdog’s CEO & Co-founder, said the move reflected long-term ambitions for the brand. “Having already grown Vegdog into the leading brand for vegan dog food in Europe, we are now taking the next step with Vegcat,” she said. “From the very beginning, our vision was to replace meat-based products in the pet food sector with healthy plant-based alternatives. Thanks to new, innovative raw materials and scientific advances, it is now possible to feed cats a balanced plant-based diet. This opens up completely new opportunities – for greater sustainability and for a future in which love for animals does not come at the expense of other animals.”

The launch follows Vegdog’s €9 million Series A round earlier this year, led by the European Circular Bioeconomy Fund with participation from Green Generation Fund and several angel investors. That funding has supported expansion into new European markets and an extension of the company’s portfolio beyond dog food. VEGCAT is initially available through online channels in Germany, Austria, and Italy, with further geographic expansion expected as the brand tests uptake.

The company’s decision to start with a snack rather than a complete cat diet reflects both market opportunity and regulatory pragmatism. Treats tend to move more quickly through development and consumer adoption, allowing brands to establish credibility in new categories before tackling the more complex challenge of formulating full plant-based feline diets. Vegdog said the introduction of VEGCAT would help it gather data, build customer trust, and broaden the foundation for future cat-focused innovations.

The broader significance of the launch extends beyond Vegdog. As fermentation-derived proteins mature, companies across the pet food sector are exploring new ways to reduce reliance on animal agriculture while maintaining nutritional integrity. With consumers increasingly treating pets as family members and seeking transparency and alignment with personal values, the pet food aisle is becoming an important testing ground for alternative proteins.

Vegdog said its entry into the cat segment is only the beginning. By combining scientific formulation, fermentation technologies, and growing consumer interest in sustainable nutrition, the company sees an opportunity to reshape expectations around plant-based pet food in both function and philosophy.