W'ZIS? - It's A Whole New Experience For Dog Owners & Their Dogs (Of course)

W'ZIS (what's this) was born to promise a whole new experience for dog owners. These little vegan dog treats are real game changers - offering brand new quality while doing their bit to reduce our burden on the planet's resources. 

W'ZIS is about four dogs, Pepper, Marmite, Greta and fictional Dave. And four miffed dog owners, bored of the day-to-day and uninspired by the dog treats available on the market. They are based in Brighton, aka the Dogtown of the UK, going by the dog-to-household ratio where dogs are very much part of the landscape. 

Most dog brands follow the aesthetic of the baby-food aisle, with childish illustrations, infantile language, smelly and beige products. Or worse, they're merely functional products with ugly packaging. The four struggled to believe people purchased them for their beloved pets. Knowing they could do better, they made a pact: to say no to the insipid treats on offer, no to the obvious, and "do one" to all treats brown and bone-shaped - a format that appears not to have evolved since the 1970s.

W'ZIS secret weapon: a vegan dog treat that looks like no other - pocket or purse-friendly with smells that dogs just love, placed inside a funky tin that rattles when you shake. No nasties here - besides,why put meat into treats when plants can do the job just as well?

We talked to W'ZIS about their products, the importance of training andplant-based diet for dogs.

 Who is behind the W'ZIS brand? 

The two founding partners Russ Hales and Drew Griffiths have spent too many years running their own marketing agencies and realised that it was time for a change. Russ was a Creative Director and Partner at a Challenger brand agency, creating high-street brands that you would be familiar with. He is driven by the desire for his work to create attention, be different and have a purpose. Drew was a Managing Director at a Digital Agency. Having formed and sold two additional companies on the side, he decided that it was time to move out of client services and start working in an area he has a passion for. 

 Why did you decide to launch an ethical company? 

We hate organisations which jump on band-wagons without purpose. Whether it is being Vegan or environmental, we believe that the team as a whole has to be driven by the values these purposes give and not simply treat them as a marketing position. 

For us, we are driven by a broad spectrum of ethical values. We acknowledge that we are not perfect, and there will always be improvements we can make, but only by continuing our journey pushing for these values in place can we improve. 

The environment tops our list of these, and that informed our decision to make our treats completely plant-based. There are many opinions on whether dogs need meat as part of their main diet, but with dog treats, there is no such conflict. Supporting this, we strive to use only materials which are completely reusable (such as tin) or recyclable. We are 99% plastic free, and our new 2022 range pushes us all the way to the magic 100%. 

Equally, we run our business with core values based on mutual respect and kindness. We support all of our stockists the best we can, never undercutting, never using heavy-handed tactics. Each and every one of our customers is special and, as such, will always receive special attention when they need help. The positive feedback we receive because of this is really special and motivates us to push even harder. 

Why did you decide to launch plant-based treats for dogs? Is a plant-based diet good for dogs?

I think we would always reverse this question and say why not! Being plant-based is healthier for the dog on many levels as well as substantially better for the environment. Some dog treats on the market are giving an unacceptably poor diet and allergies, sensitivities or just weight gain as a result. 

The market is waking up to this, and it is great to see this first-hand. You wouldn't feed rubbish to your child (hopefully), and people are now refusing to feed it to their dogs. 

Expanding into plant-based dog food (such as kibble) will be a big step for us and one we are in the early days of planning. There is a lot of information and misinformation out there on how dogs respond to a fully plant-based diet, and this is something which we know needs to be addressed at an awareness level as well as a product level. 

 Why training our dogs is important? 

Trained dogs are happy dogs. They have a closer bond with their owner, they get themselves into less trouble, and overall they lead to a safer environment. Fundamental to this is a reward system where the dog receives positive feedback. This can be verbal, physical or treat-based. This is where our one-calorie training treats work so well, as you can give the dog multiple rewards without the risk of weight gain.

What makes your vegan treats different from all the others? 

We strive to make our treats different from the rest. Our unique shapes accompany our brand in the fact they bring a smile to the owner's face. Saying WZIS out loud [Whats this] never fails to bring a smile to someone's face. Our treats look, feel and smell different to the dull and brown-shaped alternatives on the market. 

Our treats are designed to be extra firm giving the dog a longer chewing experience. Too many generic treats on the market fail to achieve this, with the dog consuming them in seconds, sometimes avoiding a chew altogether. Our larger Dubya (named after American President George Dubya Bush) is designed to sit flat on the floor, making the dog work at picking it up and therefore lengthening the eating time. This is why we call it our pub chew (so you can eat your meal while the pooch does too).

 How are your products made? 

Our treats are fully natural and based predominantly on a sweet potato flour base. Each flavour has ingredients added to make them unique. These range from tomato to broccoli and, of course, includes dog-safe peanut butter for our Slipper & Biscuit range. 

All of our products are assembled in the UK with packaging also sourced from the UK as well as Europe. We are currently on the hunt to source a manufacturer of raw treats within the UK to further reduce our carbon footprint. 

What would you tell dog owners to convince them to a plant-based diet for dogs? 

From experience, we have found that trying to convince dog owners to switch their dogs to a plant-based diet is a very difficult challenge and one which creates an unnecessary polarisation of views. Instead, we take the approach of talking only around the treats, pointing out both the benefits of being plant-based (health, environment) and playing to their natural instinct (pointing out that they would give their dog a chunk of carrot as a treat to why would this be different). 

From there, with the halo from these benefits in mind, a conversation opens up on what a broader plant-based diet for a dog looks like, and we encourage them to take this journey of research at their own pace. There are some fantastic resources on the internet which are both informative and reassuring. Finally, we point out that the decision to switch your dog is quickly becoming less niche and more mainstream. 

Which products will be available at TVK? 

TVK is stocking our flagship Tin&Refill in all three flavours (the smoky Postman & Roast, the nutty Slipper & Biscuit and the fruity Lamp Post & Chips) as well as the signature long chew Dubyas and our classic Dental Fangs (Smoky and Fruity Fresh).

And it's just the start, with more innovative W'ZIS already in the pipeline. Stay tuned!