A Plant-Based Brand Just Won the Pet Industry's Biggest Trade Show Award

Bramble, the vet-formulated plant-based fresh dog food company, took first place in the Dog Food and Treats category at Global Pet Expo's 2026 Best in Show Awards, the trade show's most competitive category. The win puts a $1.5M-funded startup in a spotlight typically reserved for legacy brands, and it arrives as the plant-based pet food segment reaches an estimated $9.7 billion in North America.

What Happened

Bramble won the top prize at Global Pet Expo's 16th annual Best in Show Awards, announced during the expo's final day on March 27, with three new kidney-friendly recipes debuted in the New Products Showcase. The brand also placed third in the Natural Products category at the same event.

The winning products are lower in protein and phosphorus than Bramble's core line, designed specifically for dogs with kidney health concerns. Like the rest of Bramble's portfolio, they're 100% plant-based, human-grade, and formulated by board-certified veterinary nutritionists. All recipes meet AAFCO standards and are free from common pet food allergens including beef, dairy, chicken, soy, eggs, and wheat gluten.

Global Pet Expo is the pet industry's largest annual trade show, organized by the American Pet Products Association (APPA) and Pet Industry Distributors Association (PIDA). The Best in Show Awards are voted on by attending retailers and buyers, making them a trade-buyer signal rather than a consumer popularity contest.

Bramble was founded in 2021 by Amanda Rolat, a former attorney who developed the brand after a veterinarian recommended a plant-based diet for her allergy-prone dog and she couldn't find a human-grade fresh option. The company has raised approximately $1.5 million, per Collateral Good, from investors including SOSV, Lewis Hamilton, Blue Horizon, and Collateral Good. An independent feeding trial conducted by Kelly Swanson at the University of Illinois found Bramble's formulas matched the digestibility of premium animal-based diets while improving gut health markers and lowering triglycerides and cholesterol.

Why It Matters

Awards don't normally move our needle. This one does, because of who voted and what they chose.

Best in Show is decided by trade buyers: the retailers, distributors, and purchasing managers who decide what goes on shelves. A plant-based brand taking first in the most competitive food category isn't a consumer trend story. It's a signal that the buy side of the pet industry sees commercial viability in plant-based fresh food, and not just as a niche SKU.

1. The kidney-health positioning is the strategic play, not the plant-based label. Bramble didn't win with a general-market product. It won with a therapeutic-adjacent formulation targeting kidney health, a condition that drives significant veterinary spend and emotional urgency for pet owners. This positions Bramble at the intersection of two high-growth segments: fresh food and functional nutrition. Operators should note the approach: lead with the health outcome, let the plant-based positioning follow.

2. The allergen-free profile widens the addressable market. Bramble's elimination of all six major pet food allergens (beef, dairy, chicken, soy, eggs, wheat gluten) gives it a lane that most fresh food competitors can't access. For retailers managing shelf space, a single SKU that serves allergy dogs, plant-curious pet parents, and kidney-health needs reduces category complexity.

3. The $1.5M raise is small but the investor signal isn't. SOSV is a serious accelerator. Lewis Hamilton brings a consumer brand halo. Blue Horizon is one of the most active alternative-protein investors in the world. The cap table suggests Bramble is positioned for a larger raise, and this award creates the retail traction narrative that later-stage investors want to see.

4. Trade-buyer validation outweighs consumer awards. Pet industry operators know that consumer "best of" lists are marketing tools. Best in Show votes come from the people who write purchase orders. If you're a plant-based or alternative-protein brand trying to crack distribution, this is the kind of signal that opens buyer meetings.

What to Watch

Distribution expansion: Bramble currently sells DTC. The Global Pet Expo win will generate inbound from retailers and distributors. Watch for retail partnership announcements over the next 90 days, particularly from natural/premium pet retailers (Pet Supplies Plus natural sets, independent pet stores, or online marketplaces like Chewy).

Fundraising: At $1.5M raised, Bramble is undercapitalized for the retail opportunity this award creates. Expect a seed extension or Series A announcement in the coming months. The size and terms will signal how the venture market values plant-based pet food in 2026.

Category competition: Bond Pet Foods (cultured protein), Wild Earth (koji-based), and Petaluma (organic plant-based) are all in adjacent lanes. Bramble's Best in Show win raises visibility for the entire category, but also intensifies competition for the same retail shelf space and investor attention.

Consumer adoption data: The award validates trade-buyer interest but doesn't answer the consumer demand question. Watch for Bramble to publish or cite sell-through data from retail partners, which would close the loop between trade buzz and actual consumer purchasing behavior.

Source: Bramble press release via PR Newswire