Fresh food and even beer, the increasingly human pet food - Lifestyle

The humanization process of our pets is nothing new.

In Anglo-Saxon countries, in America, you regularly come across spas for pets, takeaways for dogs, delightful patisseries and playgrounds: all tailored and increasingly refined.

Even fashion has brought them closer to us with outfits that we can choose just as they are to our trusty and kitten.

The phenomenon shows no sign of stopping, far from it, and is gaining ground even more in Italy, just enter the many megastores dedicated to pets.

Now there is even the first 100% Italian beer for dogs, Pawse, and very fresh food for them, that is, no dry kibble or canned wet food.

Beer for dogs is a real trend. In several foreign countries (USA, United Kingdom, Belgium, Brazil) the production started for over a year, with great success. And now Italy is also entering the market. So we will be sitting in the pub in the company of our furry friend, who dreams of drinking his beer, like us. A dream that will soon become reality. In fact, "Pawse" was born, a novelty launched by the company "Da Pian" of Ponzano Veneto (TV) which distributes drinks throughout the country. The name stands for “paw” (paw) and “pause” (pause). In short, a drink for an aperitif that is a moment of pause and relaxation not only for people, but also for our furry companions. A first distribution, reserved for the moment for the Ho.re.Ca. channel, starts at the end of June to cover the entire summer season.The drink will be packaged in 33 cl aluminum cans, easy to uncork and pour. The locals will be able to offer it, combining it with the sale of normal beer, requested by the owners. The idea was born a few months ago, in full pandemic. In fact, during the lockdown, dogs were for many the only real and present company in the home.

The other novelty is Freskissimo, an innovative pet food in Italy. It is the first product that is neither dry nor wet, but represents the first “fresh” food for dogs and cats, already cooked and ready to be consumed. Made with a few ingredients treated in the simplest way, Freskissimo is a 100% Italian meat-based monoproteic food, portioned in chicken, turkey or pork morsels. This is how the “third range” of Italian pet food is inaugurated with Freskissimo

The growing need of Italians to share their lives, their emotions and the most difficult moments with precious pets is now widespread. Over

live in our country

. In the homes of Italians there are about 7 million dogs and almost 7.5 million cats: data that give a good

one of the most dynamic and prosperous sectors in our country for twenty years. .

The growing attention to the nutrition of our 4-legged friends has also pushed the evolution of the pet food market towards specific and functional nutrition, guiding consumers to purchase

"

with a high quality and service.

The pandemic has accelerated everything: 3.5 million families in Italy have acquired a dog during or shortly after the first lockdown of 2020 (source: Coldiretti). During 2020, the adoption of dogs and cats increased by 15% compared to the previous year (source: Enpa). To date, 28% of Italian families have at least one dog at home. To those who are surprised or do not see this phenomenon well Raffaella de Pian, administrator of the beverage company, replies: “Dogs are increasingly part of Italian life, we think about their well-being and the possibility of sharing moments and experiences with them. Even a break for an aperitif at the pub ". The product is obviously non-alcoholic, non-carbonated, protein and vitamin, without chemical additives. Among the ingredients, in addition to pasteurized water, there are fructose,honey and a pinch of salt. No alcohol or hops of course.

After all, in the last 30 years, the life expectancy of companion animals has doubled: the merit, in addition to the development of veterinary care, is attributable precisely to the quality of the food. This is why consumers now tend to choose high quality products that ride emerging trends.

The pioneers of this ever-expanding market, as mentioned at the beginning, are the United States (which represents about

), where health trends, in recent years, have also affected the pet food industry, recording an increase in the purchase of fresh products. In fact, the progressive awareness is spreading that, as for us human beings, also for our pets, the quality of food is clearly reflected on physical appearance, health and happiness.

The novelty of Freskissimo goes in this direction. Meat is 100% Italian, enriched with essential vitamins (A, B, D, E), mineral salts and contains pea proteins, rich in arginine and important for muscle reconstruction, it is gluten-free and without added preservatives, easy to chew, therefore for dogs and cats of all ages. They are morsels cooked at a low temperature, are sold ready for consumption and should always be kept in the refrigerator.