Purina targets food waste by using surplus brewery grains in dog treat pilot

Purina today launches a new dog treat formulated with nutritious surplus grains from breweries.

By upcycling grains that might otherwise be left to spoil, Purina is able to reduce food waste, re-purposing this nutritiously dense substance as a pet food ingredient; a step towards a more circular economy.

The new treat will be sold under the AdVENTuROS^TM brand over a six-week trial phase in the Netherlands. The product is expected to reach thousands of customers as part of a limited scale pilot focused on gauging consumer response.

It is the latest creation from Purina’s LiveLab innovation unit, which works to actively explore industry challenges and develop new product and packaging solutions to respond to changing consumer demand.

Purina