In 2025, we had the very first product that came to market using highly sustainable and cruelty-free fermentation protein, in the form of MicroBell dog food (nominated as Product Of The Year!!).
Just Be Kind have been astounded to know how much your dogs love this cruelty-free and highly nutritious new protein source called Feedkind and made from microbial fermentation (yes, the ONLY sustainable protein source that has had published studies showing how it positively impacts the gut microbiome) Longshaw et al 2025
Try Our MicroBell Innovation Celebration!
What about our obligate carnivore cats?
We finally have the very first product for cats in stock also using highly innovative fermentation protein! Bacterial fermentation protein is ideal to feed our obligate carnivore cats as the fermentation protein is bioidentical to meat protein in its amino acid profile, as well as having a rich umami flavour that cats crave!!
We Are Celebrating Our Success With You with FREE TREATS IN FEBRUARY!!
We want to thank you from the bottom of our hearts for all of your help with making JUST BE KIND the success that it is today by treating your dogs and your cats to FREE TREATS in February, especially all our loyal Subscribers - you are just the best and will receive your FREE treats this month as a huge thank you and we really love all you do for your dogs and cats!! 💚
EVERY ORDER OVER £30 PLACED THIS MONTH IN OUR JUST BE KIND SHOP WILL RECEIVE 2 PACKS OF FREE DELICIOUS NEW PURE BITES TREATS IMPORTED FROM GERMANY!
See how transfixed Bruno is with his new Pure Bites treat that just arrived - he absolutely LOVES them!!
You will receive a FREE 60g pack of VegCat PURE BITES Taurine treats that are crunchy on the outside and with a creamy filling that cats crave made from divine umami rich fermentation protein, yeast and catnip 💚
With every order over £30 placed in our JUST BE KIND shop in February, you will also receive a FREE 115g pack of PURE BITES Dog Treats - also deliciously crunchy exterior and creamy filling that is the closest to any meat ingredient you could ask for as fermentation protein is bioidentical in its amino acid profile to meat protein (and yes our little Ruff goes MAD for these!!)
What if you have received your free cat treats this month and you have no cat?
We love you for asking this as this is where it gets really exciting and you can REALLY help us!! We are so passionate about spreading how amazing this new fermentation protein is, that we want to scream from the rooftops and have as many people try it with their dogs and cats as possible!
If you do not have a dog or a cat, please give it to a family member or friend who does and tell them how amazing it is too and let them decide when they see the response from their dog or cat!!
Huge thank you and let's spread the word and turn ALL our dogs and cats onto highly sustainable fermentation protein as this is just the start.....we have SO much more to come at Just Be Kind!! 👏
- Dr Arielle Griffiths Plant Powered Vet 💚
The future is absolutely powered by fermentation 🙌
“Fermentation is one of humankind’s oldest technologies – and at the same time, one of the most exciting technologies of the future.
It answers the question of how we can sustainably provide safe and affordable nutrition for a growing global population. It is therefore a key technology for the agri-food industry and it starts with its use in pet food.”
“If nobody changes then nothing changes, but if somebody changes then everything changes”
Dr Arielle Griffiths Vegan Vet and plant powered family dog Ruff (Read more here)
