Devoted dog guardians, ethical consumers and sustainability champions can drive improved canine health globally by supporting a crowdfunding campaign to scale an expert-formulated, cruelty-free supplement brand.
Despite growing awareness about nutrition and wellbeing, owners still struggle to navigate the complex world of dog health and dietary supplements. Conflicting advice and limited access to tailored expert support has resulted in many of the 13 million dogs now living in UK households being affected by issues linked to allergies, sensitivities resulting in missing nutrition, or unsuitable diets.
But a female vet nutritionist-led brand Shevega wants to address a growing demand for transparent, science-led and ethically produced nutrition which simplifies canine health and enables more owners to make informed choices for their pets.
To achieve this, a crowdfunding campaign has been setup to expand production of its vet-formulated supplements and personalised nutrition plans, so a wider community of dog families can access expert-led canine nutrition.
Dr Malina Fielder, a senior veterinary nutritionist expert and co-founder of Shevega, said: “Dog owners want to do the right thing for their pets, but navigating nutrition can be overwhelming. Our goal is to make expert-formulated, cruelty-free nutrition accessible and easy to understand, so more dogs can benefit from thoughtful supplementation and more joy-filled years with their families.
“Many households are investing in supplements that delay dog ageing and prevent health issues, but most available products on the market aren’t vet-formulated, contain fillers or hidden nasties, and are unsuitable for daily use. Instead, our powder-form supplement benefit eyes, heart, gut and more, contain essential supplement groups, and complement commercial and homemade diet types to plug nutritional gaps and safely support dogs.”
Shevega has already supported hundreds of dogs with personalised nutrition plans and sold its supplements to customers worldwide. Since launching in 2019, their team has undertaken extensive research and product development, continually refining formulations and ensuring packaging is sustainable to reflect its “only the best for our pets and planet” ethos.
The crowdfunding campaign will enable Shevega to develop new products, carry out further veterinary nutrition research, deliver brand and community-building activities, and expand advocacy around evidence-based, cruelty-free pet nutrition.
With the global pet care market forecasted to reach around $255.4 billion by 2027, and consumer attitudes towards pet care rapidly changing to reflect owners seeking products that reflect their own ethical and sustainable values, Shevega believes the time is right to scale a new model of dog nutrition prioritising evidence-based health, animal welfare and the environment.
Ethical vegan, international lawyer, sustainability expert and Shevega co-founder Ruby Sandhu FRSA, said: “Better nutrition should not come at the expense of other animals or the planet. We want to strengthen our brand that supports dogs’ health while remaining aligned with ethical and compassionate principles.
“Crowdfunding allows us to grow responsibly, remain independent and stay true to our values. But this campaign is about more than just funding – it’s about bringing together people who believe dogs deserve thoughtful, evidence-based care.
“Longer-term, we intend to build a global community of guardians, vets and ethical consumers who are committed to raising pet nutrition standards.”
Supporters can help shape the future of dog nutrition via www.shevega.com/crowdfunder today. In exchange for contributing, supporters can receive supplement packs, access to webinars with pet and sustainability experts, and tailored diet plans for their dog – depending on the value of their donation. Support starts from as little as £10 with each pledge helping Shevega reach more families with dogs.
