The pet charity-supporting brand Grounds & Hounds has teamed up with Animal Planet for a special blend.
mr wiggles puppy bowl this year
Credit: Courtesy of Animal Planet

Think NFL teams and players are the only ones able to score lucrative sponsorship deals thanks to the Super Bowl? Think again. This year, those cute little doggies showing off their furry goods in the annual Animal Planet Super Bowl alternative The Puppy Bowl have landed their own official coffee—and a chunk of the proceeds will be going to help animals in need.

Grounds & Hounds, a coffee company selling 100 percent Fair Trade and Organic-certified coffee with the added bonus of 20 percent of all proceeds going to rescue dog charities, has partnered with Animal Planet to create a limited-release Puppy Bowl x Animal Planet blend for February’s Puppy Bowl XIV. This special blend sources beans from Guatemala and Papua New Guinea, creating what Grounds & Hounds is calling “their most aromatic and silky smooth Medium Roast blend to date,” with tasting notes describing the resulting brew as revealing “sweet notes of molasses and ripe red berries, followed by a delicious finish of milk chocolate and toasted vanilla.” Plus, as an added Puppy Bowl bonus, 30 percent of each 12-ounce bag’s $14.50 price tag will go “to fund the transfer of high risk shelter pets to foster organizations”—an extra 10 percent over Grounds & Hound’s usual donations.

“At the core of Grounds & Hounds is a passion to create delicious coffee for our customers and to generate support for the amazing people and organizations who are providing a second chance for pups in need,” Grounds & Hounds Founder Jordan Karcher said in a statement. “Animal Planet’s Puppy Bowl is the perfect platform to draw attention to the animal rescue movement, and we are thrilled to take part in supporting their efforts.”

For those looking to score this Puppy Bowl blend, the beans are already available via the Grounds & Hounds website. As for the Puppy Bowl itself, that’s still nearly a month away, premiering on Super Bowl Sunday—February 4—at 3 p.m. Eastern Time.