Animal activists voiced anger yesterday at a pet-food maker's treatment of dogs.

Representatives of animal rights organisation People For the Ethical Treatment of Animals were joined by pets in Newcastle yesterday as they tried to persuade shoppers to boycott Iams pet food.

The "snarl-in" at lunchtime opposite Monument Mall was part of an international campaign against the pet food company, owned by Procter and Gamble.

An undercover investigation by Peta last year found alleged deplorable conditions at an Iams laboratory in the US. According to Peta, at least 27 dogs were deliberately killed at the lab and others died of illnesses.

Peta UK Iams campaign co-ordinator Yvonne Taylor said: "We're howling mad that Iams is hurting dogs and cats while feeding their customers a load of fiction about caring.

"Dogs and cats shouldn't be forced to suffer for Iams's profits. New dog and cat foods should be tested in people's loving homes, not on caged, lonely animals in secret laboratories."

Iams is an international company with a stated mission to enhance the wellbeing of dogs and cats by providing world-class quality foods and pet-care products.

No-one from Iams was available for comment last night.