Raw for Paw | Sweden

From the heart, to the heart

Raw for Paw was launched in Sweden by Karin Pontén, two years ago. As pet parent to three dogs, she was missing healthy and tasty treats for her dogs. Nowhere was she able to buy sustainable, healthy treats. Her quest ended when she woke up one morning with the idea to make the perfect treat: tasty, organic and made from animals living in the wild. After a couple of years of trial and error, going from idea to product development and testing, she was ready to market her tasty treats. In fact, thanks to her efforts and insights, at long last, canine consumers and their health- and sustainability-conscious humans are able to get the ideal treat. 

Creating a brand identity

More and more people are starting to care about the sourcing of food ingredients. And this is also true for the food they give their pets. “For me, it was important for people to be able to fully trust the brand. All ingredients are organic, the packaging recyclable and the meat we use comes from animals that have lived a good life in the Swedish forests”, explains Karin Pontén.

The treats and topping are the first of several products to be launched under the name Raw for Paw. The premium brand targets pet owners looking for only the best for their four-legged friends. 

Besides the quality of the ingredients, it was also important for Karin that the packaging should stick out on the shelf. Since its launch, the brand has been embraced by the Swedish market and can be found on the shelves of many stores, ranging from finer pet stores to fancy hunting shops and interior design stores.

Future plans

Based on its success, the company has already expanded to other Nordic countries and was recently launched in the UK. UK-based Pet Pavilion introduced the dog treat to its exclusive stores at prime locations in London. This spring, Raw for Paw has plans to launch in Germany as well.