Innovation That Matters

The world's first luxury dog food food truck


Wonderboo is a small brown food truck in the Swedish capital which caters to health-conscious dog lovers and their pampered pets.

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The latest addition to Sweden’s thriving food truck scene is Wonderboo — the world’s first luxury pet food food truck. Parked in Stockholm’s fancy Stureplan district amongst trucks selling various global street food, Wonderboo is a small brown van which aims to cater to health-conscious dog lovers and their pampered pets.

The truck, created by Magnus Rosengren, sells two varieties of high-end dog food made from Swedish beef with added vitamins and calcium. The products are cooked for 48 hours and sold in small red and white cardboard boxes for SEK 32 – 45 — approximately USD 4 – 5. The food truck is an offshoot of Wonderboo’s fixed location store, which also opened recently in Stockholm.


As comic as it may seem to many consumers, the luxury pet market is a thriving industry — soon beloved animals will even be receiving luxury treatment at JFK’s new terminal. Perhaps we will soon be seeing an artisan breadcrumb stand next to the duck pond?



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