Vegdog

Vegdog, a Munich-based food-tech company, operates in the plant-based pet food market, a sector experiencing significant growth. The company was established in 2015 by Tessa Zaune-Figlar and Valerie Henssen. The founding story is rooted in personal experience; Zaune-Figlar's dog, Nelson, suffered from severe food intolerances, which were only resolved after switching to a home-cooked vegan diet on a veterinarian's advice. Identifying a gap in the market for a commercially available, nutritionally complete vegan dog food, the founders launched Vegdog.

The company's core business is the production and sale of 100% plant-based, gluten-free, and allergen-low complete dog food. Developed over a year in collaboration with specialist veterinarians and laboratories, the products are designed to provide all essential nutrients for adult dogs. The product portfolio includes wet and dry food, snacks, and nutritional supplements, using alternative protein sources like peas and lentils, along with other regional, high-quality ingredients such as potatoes and beetroot. A key selling point is the formulation, which is free from attractants, dyes, preservatives, and avoids animal testing. Recently, Vegdog partnered with MicroHarvest to create dog treats using microbial protein from biomass fermentation and also launched potato-based popcorn for dogs.

Vegdog generates revenue through a direct-to-consumer model via its own website, which offers subscription options, and through sales on Amazon. The company also has a strong retail presence in stores like Futterhaus, Zoo&Co, and dm drogerie in Germany and Austria. Significant milestones include a notable appearance on the German television show "Die Höhle der Löwen" in 2018, which greatly increased brand visibility. Financially, the company has shown robust growth, reporting approximately €10 million in annual sales for 2024, a 66% year-over-year increase. Vegdog successfully closed a Series A financing round of €9 million in mid-2025 to fuel its European expansion, with plans to enter the Netherlands in 2026 after solidifying its presence in the DACH region. The company also commits to social responsibility, investing about 1% of its turnover in animal welfare projects.

Keywords: vegan dog food, plant-based pet food, Tessa Zaune-Figlar, Valerie Henssen, hypoallergenic dog food, gluten-free dog food, pet food subscription, sustainable pet food, veterinarian-developed, pet nutrition, Munich food-tech, Series A funding, European pet food market, direct-to-consumer pet products, animal welfare, alternative protein for dogs, pet food intolerance, MicroHarvest partnership, Green Generation Fund, ECBF VC