PitPat unveils new feeding system amid surges in dog obesity

PitPat has introduced a “revolutionary” new feeding system consisting of a dog activity monitor, app and weighing bowl, in response to pet obesity.

It revealed the brand collected and analysed data from over 100,000 dogs in the UK to understand the caloric requirement of dogs of all shapes and sizes, and how their activity levels affect this.

It found that traditional models of calculating feeding requirements have been limited due to the lack of available data.

According to the firm, nearly half of dogs in the UK are now considered overweight – more than six million in total – costing the UK pet insurance industry over £0.5m a day.

Additionally, studies show that obesity not only diminishes quality of life but can reduce a dog’s life by two years.

PitPat’s new app gives pet parents hyper personalised feeding recommendations for their dog based on measured data from the activity monitor.

Andrew Nowell, CEO at PitPat, said: “Every dog is an individual and has their own unique personality. For the first time in 30,000 years, pet parents are able to know exactly how much to feed their dog, rather than relying on the generic recommendations on the back of food bags.

“PitPat is on a mission to change the way the nation feeds their dogs. Any dog owner can now get a completely tailored feeding recommendation from our app and easily weigh the correct portion with our innovative dog bowl with integrated scales. That means less time spent decoding tables and more time enjoying life with your dog.”

Myra Forster-van Hijfte, fellow of the Royal College of Veterinary Surgeons, added: “Innovations like PitPat are going to be vital in supporting vets in changing pet owners’ behaviour, ensuring a proactive, informed approach to exercise, feeding and weight management.

“I’m thrilled to see a scientific approach to dog feeding made simple for pet parents.”