Buoyed by the far-reaching appetite for its dog treat It’s The Dog’s offering over an extensive nine-month trial, The Protein Ball company will be showcasing the range at PATS next month.

It’s The Dog’s will be: 

• Unveiling a refreshed brand identity that underpins the manifold brand benefits highlighted by retailers, event attendees and pet parents over the last nine months
• Providing a sneak preview of a second nutrient-dense protein ball (Calm & Peaceful) that will be sold alongside the original gut-health friendly treat from early 2026.

According to Protein Ball co-founder, Matt Hunt: "The last nine months have been a roller coaster of learnings with regards to whether our pioneering reputation within human treats could translate seamlessly within such a highly competitive dog treats fixture.  The feedback was a resounding yes!  

"Besides lauding our fun brand identity and uncompromising brand benefits (100% natural, human-grade ingredients, low carb) there were two recurring positive messages that resonated with our brand triallists, messages that needed greater profiling on our NEW packaging."

Part of the Protein Ball Stable: There was immense positivity that It’s The Dogs was part of the Protein Ball stable, an ‘early doors’ pioneer within protein-rich snacking; a business that has been plying its trade for 10 years both at home and abroad across an array of delis, coffee shops, gyms, garage forecourts supermarkets.

Share Together:  This was the real ‘head-turner’ when it came to conversations with both buyers and pet owners.  Yes, there’s the novelty factor around whilst out on your walk you and your dog can share the same treat with positive health benefits. More importantly it’s the reaffirming that the business uses the same best-in-class ingredients and small batch, human-grade production across both of its brands.

As a business participating in listing conversations with both traditional pet food emporiums and pet-friendly establishments (pubs, hotels, coffee shops…) it was imperative that these two initially overlooked messages were given greater coverage on pack.

Itsthedogsofficial.com