Air-dried pet food brand The Innocent Hound is transitioning its 600g dog treat range from plastic tubs to re-sealable pouches, bringing the larger format in line with its 70g packs and creating a more consistent look across the range.

Inside it’s the same great product. On the outside, it’s a smarter pouch – tougher sleeker and using over 70% less plastic.

The new pouches can be merchandised on shelf or via euro hooks, offering retailers greater flexibility in how the range is presented in store. They’re also more durable in transit, helping reduce the risk of damage from dispatch through to delivery.

Alongside the packaging update, the brand is expanding its 600g range with larger formats of three proven favourites: Strawberry Crush Hearts, Game Picnic Bars and Wild Game Sausages. Originally launched as limited editions, the trio joined the core range in May 2025 following strong consumer demand.

At 600g, each pack contains over 8.5 times more product than the smaller formats, offering a larger, more convenient option for customers who already buy into the range.

The switch to pouches also supports the brand’s sustainability approach. At 15g per pack compared to 54g for the tub, the new format uses over 70% less plastic while remaining fully recyclable.

While the packaging has changed, the recipes remain exactly the same - gently air-dried using high-quality British ingredients.

Founder Chloe Heaton said:“Moving our 600g range into pouches allows us to create a more consistent look across the brand, while also improving the practicality of the packaging for both retailers and consumers.”

“At the same time, it supports our ongoing commitment to reducing plastic, with over 70% less used per pack. Expanding these recipes into larger formats is something our customers have been asking for, so it felt like a natural next step.”

The new 600g packs are available to purchase now alongside the complete premium treat collection via The Innocent Hound trade website: Innocentpetcare.co.uk