UK cruelty-free dog supplement brand Shevega has opened a public crowdfunding campaign to fund expanded production of its vet-formulated supplements and personalised canine nutrition plans.
Founded in 2019 by veterinary nutritionist Dr. Malina Fielder and international lawyer Ruby Sandhu, the brand produces powder-form supplements made from human-grade, plant-based ingredients. Products are designed to complement both commercial and homemade dog diets by providing amino acids, vitamins, minerals, trace elements, prebiotics and antioxidants. All formulations are manufactured in the UK, and the brand holds Vegan Society trademark certification.
What’s actually in your dog’s supplements?
SHEVEGA’s co-founders position the brand around veterinary expertise and personalised nutrition plans, a differentiator in a segment where, they say, many available products are not professionally formulated.
“Dog owners want to do the right thing for their pets, but navigating nutrition can be overwhelming. Our goal is to make expert-formulated, cruelty-free nutrition accessible and easy to understand, so more dogs can benefit from thoughtful supplementation and more joy-filled years with their families,” said Dr. Fielder.
Seven tiers from £10 to £1,000
The crowdfund supports seven reward tiers ranging from £10 to £1,000, with higher levels offering supplement packs, webinars, personalised diet plans and, at the top tier, a seat on Shevega’s advisory board.
Co-founder Sandhu, a Fellow of the Royal Society of Arts, frames the campaign as both a funding tool and a community-building exercise. She explained, “Better nutrition should not come at the expense of other animals or the planet. Crowdfunding allows us to grow responsibly, remain independent and stay true to our values.”
Proceeds are earmarked for new product development, veterinary nutrition research and brand expansion. The company says it has sold supplements internationally and provided personalised nutrition plans to hundreds of dogs since launching.
