LONDON – Agota Jakutyte – an enterprising London-based businesswoman who already co-founded Shoo, a beauty company for pets – says she’s created “the first coffee in the world suitable for dogs.”.
Currently crowdfunding on Kickstarter, Rooffee by Shoo doesn’t contain any herbicides, mold, pesticides, toxins or other harmful ingredients. Described as a “wild Nordic biohack for dog’s morning routine,” the all-natural product is a root drink for man’s best friend.
The ASPCA (American Society for the Prevention of Cruelty to Animals) warns dogs should never be given coffee, but Rooffee is more of a vegetable and root-based tea that is supposed to be safe for canines to consume.
The brand’s name is “Rooffee” sounds uncomfortably similar to the shortened term for infamous date-rape drug rohypnol, also known as “roofie.”
According to Rooffee creator and former model Agota Jakutyte, the branding is simply a sad accident.
“Maybe because I do not watch TV, or read our local papers, I haven’t heard about roofie before,” she stated in an email. “I simply combined ROOTS + COFFEE… That’s how the name ROOFFEE was born.”
