In February, the family-owned company Bughug announced its new venture into the pet product market. The core idea was to replace traditional meat with protein from black soldier fly larvae, with sales primarily taking place through its own e-commerce platform and the Pawtner subscription service.
Since then, the brand has also been seen in a selection of specialized pet stores in the capital, such as Södermalms Zoo and Pixies.
Now, the company is choosing to further expand its reach by entering a new type of retail environment.
Moving out from specialist retailers
The company's products, which in addition to the insect-based complete food also include vegan dog shampoo and compostable poop bags, are now being sold at Urban Deli.
This step away from purely specialist retail is part of the strategy to reach consumers outside the traditional dog product market.
If insect-based dog food is to move from niche to mainstream, it must also be available where people already shop and discover new products. Pet stores are an obvious and important channel for us, but Bughug now taking a place at Urban Deli feels like a very fun next step, says Hugo Schwarz, CEO and co-founder.
An unusual addition to the range
Urban Deli is thus broadening its range with the insect-based dog food.
The food is free from grains, soy and genetically modified organisms, and is produced without hormones or antibiotics. Insects constitute the food's only animal ingredient.
For the store, the launch is about bringing in goods that meet an interest in sustainable alternatives.
We like products that dare to think differently while combining high quality with more sustainable solutions. Bughug does exactly that, but in the dog bowl. A fun and innovative addition that we look forward to introducing to our customers, says Lars Kymling, store manager at Urban Deli.