Today we have we have launched a plant-based dog ice cream range to help support pet food banks as owners continue to face rising costs.
Udderly Lush, part of the Tastes Good Does Good Group, has created Lush Puppy, a dog-safe soft-serve sundae range designed for festivals, community events, school fundraisers, private celebrations and corporate events.
The company says 15% of revenue from every live-pull dog sundae will be donated to local pet food banks through its Paws for Thought initiative.
Its first donation has already delivered more than 150kg of pet food to the Mayhew
Animal Home pet food bank.
The launch comes as pet owners across the UK continue to face financial pressure. According to the RSPCA’s Animal Kindness Index 2025, 74% of pet owners say caring for their animals is more expensive than it was a year ago, while 34% have changed their spending or care habits because of financial pressure.
Founder Greg Wixted "We started Udderly Lush on a simple promise: dessert should feel as good to give as it does to eat. But the real story isn't the sundae. It's that a relatively small investment allowed us to create a product that is already funding pet food support for families who are struggling.
More than a fifth of UK pet owners worry about the cost of feeding their animals. At the same time, charities and shelters are seeing families face heartbreaking decisions because of financial pressure.
We can't solve that on our own, but we can use the skills, equipment and infrastructure we already have to generate funding that helps keep pets fed and families together.
What interests me is the broader question. If a small purpose-driven business can create a revenue stream that directly tackles a social problem, what could larger food and consumer brands achieve if social impact was built into the way products were designed from the outset?
Too often we think of tackling poverty and food insecurity as something that happens after profit has been made. We're interested in whether businesses can create products where social impact is part of the commercial model itself.”
"The question isn't whether dog ice cream can end poverty. It can't. The question is whether businesses can design products that systematically direct resources towards solving social problems rather than treating social impact as an afterthought."
The Lush Puppy range includes flavours such as Puppuccino Vanilla Roast, Bark-Bramble Velvet and Banan-O-Rama Peanut Crunch.
Each sundae has been developed as a dog-safe, plant-based frozen dessert and is made without dairy, caffeine, chocolate or palm oil. Udderly Lush says the product is made using a separate production process and a dedicated dog-safe ice cream machine.The sundaes are served from a bespoke net-zero cart using no-PLA packaging, which the company says dissolves safely in water.
The idea to create “Paws For Thought” came from pet owners, festival goers and their food bank partners who had requested per food as part of their donation. Funds are ringfenced to supply food for families, so the team turned to their in-house imagineers were challenged to have the idea stood up and generating revenue the month end and 30 days later its started to generate dedicated funding for pet food banks.
Lush Puppy is available for corporate pets-at-work days, public events, festivals, community fetes, school fundraisers and private celebrations. Dog sundaes are priced at £6 for 130g, while human sundaes are priced at £8. A corporate experience is available from £595 for a two-hour unlimited service for up to 100 guests.
Udderly Lush is a purpose-driven ice cream and frozen dessert business incubated by the Tastes Good Does Good Group, which works to help tackle food poverty through a more equitable food system. The group’s wider mission is to create food ventures that combine commercial growth with social impact, to find out more visit www.udderlylush.com
A Purpose-Driven Business Model
Tastes Good Does Good is a 10-year business and social experiment designed to test a different way of doing business. Rather than putting shareholder wealth first, the group uses a sustainable, purpose-led model to help break the cycle of poverty and create a fairer food system.
The group creates new food ventures, supports talented food entrepreneurs from disadvantaged backgrounds, and builds social value into each business from the outset. Its model gifts 75% ownership to those entrepreneurs and asset-locks the remaining 25% for the benefit of the communities in which the businesses operate.
With each new business, the movement aims to gain momentum and demonstrate how food brands can combine commercial growth with lasting social impact. The group’s long-term strategy is to scale this model nationally through a place-based approach it calls Places Without Poverty.
What Udderly Lush Offers
Udderly Lush creates distinctive ice cream and frozen dessert experiences for private and corporate clients, while also serving consumers directly at food markets, festivals, and community events. The business also sells and rents fun food and ice cream equipment to the public.
The Lush Puppy range was developed after Udderly Lush tested dog-friendly sundaes at family festivals. Created by the company’s in-house food imagineering team, the mix is produced at the group’s production facility in Park Royal, NW10. Through the launch of the Lush Puppy Sundae Range, the group’s mission now extends to pet food banks via the Paws for Thought initiative. Its first donation delivered 150kg of pet food to the Mayhew Animal Home pet food bank.