Hygge, the startup that revolutionizes dog food with insect flour

Hygge is the new female startup that deals with personalized foods for our four-legged friends, including insect-based ones.

• It's called Hygge and it's a new startup that deals with personalized nutrition for dogs.
• One of Hygge's strong points is the ecological and sustainable attention with the introduction of innovative ingredients such as insect flour.
• Soon the diets will also be dedicated to cats.

Conceived and founded by women, it was born Hygge, the startup that revolutionizes dog food with the introduction of insect flour, Of natural ingredients and of personalized diets.And it is a story that looks to the future, in the name of a new entrepreneurship based on attention to the ecosystem which favors, first and foremost, ingredients that do not damage the environment. Martina Terigi And Giada Iacopini they meet for the first time in Florence, where they attend the course together to prepare for the state lawyer exam.Great lovers of dogs and their world, that's exactly what we're talking about Coffee and of Iron, Martina's dog and Giada's dog respectively, that the two friends realize how the dog kibble market is standardized, not very adequate and attentive to the needs and requirements of the animal in different situations and life stages.

The importance of a personalized diet

The problems of nutrition dogs And cats there are so many.And it's not always possible to get to grips with it easily.An example of this is the story of the dog of one of the two founders of Hygge, Giada Iacopini:“Iron had a serious problem dermatitis, probably due to inadequate nutrition.So we started thinking about customizing the kibble.One of the main problems that causes illnesses or disorders is food that is not suited to the specific characteristics of that particular individual."

In fact, not only is it known that nutrition has a significant impact on the health of domestic animals, but the reportAnmvi (National Association of Italian veterinary doctors) highlights how the 97 percent some veterinarians indicate kibble as one of the best products for preserving the health of dogs, both in the presence and absence of pathologies.Basic, however, is the composition and the quality of the ingredients used.Without forgetting also careful personalization for each specimen, taking into account its problems, possible illnesses, type of life, habits, etc.

Hygge, insect flour for our four-legged friends

Hygge aimed, for its first steps, at a production of petfood customized based on the company's specific needs and recommendations race, age, lifestyle and any pathologies of the subjects examined.All thanks to a online algorithm which processes the answers to a questionnaire and with which it is possible to direct human companions towards the kibble most suitable for their pet.The operation takes place with the support of a veterinarian specialist, who is part of the Hygge team, as well as being one of the startup's financiers:The Dr. Marco Minetti.But tailor-made and personalized food for each four-legged friend is not the only idea that the two entrepreneurs are realizing.

The second project - already started - involves the creation of kibble based on insect flour, a reality definitely in step with the times and with the problems of the moment which will be able to help both our best friends and the surrounding environment.“The one deriving from insects is one noble protein, of high nutritional and ecological level:producing one kilo of flour from insects records a savings of 80 percent in terms of water, soil and CO2 compared to a kilo of meat:the dog is healthier and the environmental impact is positive", specify the two founders of Hygge.

An all natural diet

Hygge is a Danish noun which indicates a feeling and a social atmosphere related to the sense of comfort, welcome and family.And it is on the basis of the meaning of this word that Iacopini and Terigi moved to continue their initiative.And not forgetting the female genesis of the startup, the first to invest and "sniff" the future success of Hygge was Anna De Stefano.And with her it arrived Lisa of Sevo Of Prana ventures, one of the very few women in this sector (it is a management company specialized in investing in startups) with almost twenty years of experience and dozens of investments behind her.Caffè and Iron were the first to try Hygge products, and the idea of ​​the "Hygge routine" was also born from their typical days:“My dog ​​is a family member.Remain in adoration while I eat breakfast.For him and for those like him we created Cappuccino, a perfectly balanced caffeine-free biscuit.In the daily Hygge diet there are also: mint biscuit for post-lunch digestion and, in the evening, the chamomile biscuit”, explains Iacopini.

All the products of this innovative startup look at the well-being of four-legged friends.For now only dogs, but in the future there will also be dogs cats.Hygge is active in the pet food field with a dual mission:guide your human companion towards choosing a more correct diet for your dog's health needs and at the same time guarantee respect for the environment, using eco-friendly production methods And 100 percent recyclable packaging.In short, a different reality that has never been more necessary for the well-being of the environment and our four-legged friends.