The company SIA “Tērvete Food”, producers of “Druva Ice Cream” and “Druva Ice”, has developed a new ice cream brand for our beloved four-legged friends — “Joy for Tails”. Dog owners now have the opportunity to treat their pets with ice cream specially tailored for them.
The journey from concept to commercialization took over 50 ice cream prototypes, 18 months, and the involvement of leading researchers in food technology, veterinary medicine, and animal nutrition from the Latvia University of Life Sciences and Technologies (LBTU). Supported by co-financing from the European Union’s Regional Development Fund (ERDF) under the “Latvian Food Industry Competence Centre” project, the product underwent three-stage testing with the target audience, including feedback from over 470 dog owners. This, along with the dedicated efforts of the Druva Ice Cream team, led to the successful market launch of this unique product.
Evita Štrausa, CEO at SIA “Tērvete Food”, explains: "The development of this product stemmed from the desire to spoil our pets with a refreshing treat, while also expanding into a new business segment. In the past decade, dogs have evolved from being friends to family members, and this shift has increased the desire among owners to treat their pets, while being mindful of their health. We saw an opportunity to create ice cream specifically tailored to dogs, taking into account their unique digestive systems. This would prevent the harm that can sometimes occur when owners give their pets ice cream meant for humans. To ensure the highest quality, we collaborated with scientists from the Latvia University of Life Sciences and Technologies, who helped us perfect the recipe."
The new ice cream is dog-friendly, made from high-quality, specially selected ingredients that have been tested for safety. It contains no added sugar or lactose, and includes inulin, which supports a healthy digestive system in dogs.
To quickly bring this product to pet lovers across the Baltics, SIA “Tērvete Food” has partnered with SIA “Magnum Veterinārija”, the largest wholesaler of pet supplies and veterinary medicines in Latvia. The Magnum Group also includes SIA “Pet City”, a retail chain offering various services for pets through 12 stores, pharmacies, 4 veterinary clinics, 2 grooming salons, and a dog school.
Currently, the first flavour — “Little Pumpkin”, made with pumpkin — is available at both Druva Ice Cream stores and Pet City, a pet-friendly retailer. However, the company is actively developing two additional flavours to offer a wider variety of cold treats for pets. Each flavour will be enhanced with functional ingredients to further benefit dogs' health.
The mission of “Joy for Tails” is to revolutionize the dog treat market by offering an exceptional, healthy choice for pet owners who want to indulge their furry companions with refreshing ice cream, free from harmful ingredients.
SIA “Tērvete Food”, the manufacturer behind “Druva Ice Cream” and “Druva Ice”, has been delighting customers for 38 years. The company currently offers over 50 varieties of ice cream, including classic favorites, organic options, and vegan selections. In 2024, the brand will expand with the launch of “Joy for Tails”, catering specifically to products for our four-legged friends.
