PULSE.

Byline: Diana McKeon Charkalis Lifestyle Editor

Paws for breakfast

Vitamins and nutrients -- They're not just for people anymore.

The makers of Bow Wow Breakfast Cereal for Dogs, based in Encino, believe that canines, like humans, deserve a healthy to start to their day.

They're offering breakfast for dogs in six varieties, including Barkfest Squares, Breakfast of Chompions and Fido Flakes. The formula, which contains chicken, eggs and fish for protein, also is fortified with antioxidant vitamins (A, C and E) to support the immune system and omega fatty acids to keep skin and coat healthy. It also has no wheat or soy, which can cause allergies in dogs, just as they can in people.

``Dog foods should be formulated to help prevent health problems,'' says the product's veterinary consultant, Phil Brown, DVM. ``If we can increase the odds of dogs living longer and better, that's what we want to do.''

The idea for the product was based on the assertion by many veterinarians that dogs should eat more than one meal each day. So they concentrated on a food to meet a dog's morning needs.

``By feeding them twice a day, it keeps the metabolism going,'' says Brown. ``It also helps them have less of a tendency to put on weight as they age.''

Brown says even the best dog food alone won't help dogs stay healthy. They also need proper exercise and not to be overfed. And he cautions pet ``parents'' against cooking food for dogs themselves. ``Unless you're a nutritionist, it's really hard to make food for a dog with all the nutrients they need.''

While Brown says it's important that dogs have nutritionally sound diets and tasty food, he says there are limits to what you should do for your dog.

``There is so much interest and awareness about pets and health, but some people go to the extreme. I mean, I'm really not into wedding dresses for dogs.''

The breakfast cereal is $4.99 for a 60-ounce box. It's available at Ralphs grocery stores and online at www.bowwowbreakfast.com.

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