All about

We know how important transparency is, especially when it comes to feeding your dog. That’s why we want to answer your questions – even the tricky ones.

It’s all the things you want to know about; from how our food is made, to how easy it is to cancel your account. 

What is tailored dog food?

At, we create a unique recipe for every single dog. We take information about your dog – their age, breed, weight, exercise level, health conditions and even taste preferences – and create a dry food recipe that’s just for them.

The most important benefit of tailored dog food is knowing you’re feeding your dog a diet that’s designed just for them. Every dog is unique, which is why feeding the right diet for them is key.

How is kibble made?

Our tailored dry food recipes are made from a combination of different kibbles, all mixed together in proportions that are specific to your dog. Each individual kibble is nutritionally complete, and the amount of them in your dog’s recipe will vary depending on the information you’ve given us. It means your dog gets a diet that’s perfectly suited to them.

When we make the kibbles themselves, we use a process known as extrusion. All the ingredients for each kibble are mixed together, then cooked at high pressure. The kibble is then air dried in an oven to remove any remaining moisture, keeping it fresher for longer.

The nutritional value of every ingredient in your dog’s food is locked into the tasty kibble that goes into each bag!

Does do wet food?

We do! We have a wide selection of tasty wet food recipes – including hypoallergenic and grain-free options. 

They’re all nutritionally complete, so they can be fed as part of a healthy, balanced diet. They complement your dog’s dry food perfectly, adding new flavours and textures for them to enjoy.

Is good for my dog?

Yes! Studies have shown that by feeding your dog a diet tailored to their individual needs, made from high quality ingredients and in the right amounts, they can live longer, happier and healthier lives. 

Every dog we feed gets a unique recipe that is tailored to their specific nutritional requirements. There are over a million possible combinations of our kibbles; no two dogs receive the same food! 

We only use high-quality ingredients that have nutritional benefits for your dog. We don’t use any fillers; everything in your dog’s food is there for a reason. All of our ingredients are sourced from sustainable sources within the UK and Europe. Our protein is always from animals that are suitable for human consumption, and as we take a nose-to-tail approach, we use the whole animal – reducing our carbon footprint.

With our feeding plan and personalised scoop, you can always ensure that your dog is getting their food in the correct portion sizes.

Is easy to cancel?

Yes! Your online account makes it easy to manage your subscription – you can pause, delay or cancel your orders at any time, whether it’s your first or fifth delivery.

Find out more here.

Is expensive?

With, you and your dog get so much more than just their food.

Your monthly cost includes:

  • Your dog’s tailored dry food: a unique recipe just for them
  • Your choice of tasty wet food, treats and chews
  • Your dog’s tailored feeding plan and personalised scoop
  • Delivery direct to your door
  • Unlimited advice from our customer team, whenever you need it

Your dog’s recipe will also adjust as they get older, without you needing to change foods. We can add ingredients, or take them away, so your dog always has what they need. It’s peace of mind for you and your dog.

Is a British company?

Yes, the head office is located in dog-friendly Richmond UK, just a few miles from our factory in Heathrow. All deliveries for the UK are sent from here – just like they always have been.

In 2020, we started working on a plan to make sure our European customers continued to receive the same great service once the UK had left the EU. A few months later, towards the end of 2020, we opened a second factory in the Netherlands to serve our European customers. 

Is owned by Nestle Purina?

In April 2018, we chose to take an investment from Purina PetCare, whose parent company is Nestle. This investment enabled us to continue to focus on doing what we do best – changing the world of pet food for good. 

The investment from Purina PetCare is exactly that: an investment. We continue to operate as a standalone company, making our own decisions on how we operate and where we operate.

6 thoughts on “All about”

  1. This is great. Alfie is the first dog I will be adopting. His original food is dry so this is why I wish to continue for a little while until he settles in. When do I introduce him to wet food? – he was born on the 10th April 2022
    Many thanks

    • Hi Jean, we’d like to reassure you that our supermarket range is different from our subscription food.

      Our new supermarket range is a collection of 22 recipes that support gut health and immunity and is tailored to your dog’s age, size and lifestyle. It’s also available to buy in Sainsbury’s and Ocado. This is different from our subscription, which provides a personalised tailor-made blend and feeding plan made just for your dog, evolving over time to meet their changing health needs.

      If you’d like to read more about our supermarket range, you can do so here:

      Best wishes,
      Samantha at

    • Hi Wendy, our Nutrition Team can take a closer look to see if this is something we can help with unless your dog requires a prescription diet, which unfortunately isn’t something we can provide. If you’d like more advice on this, please send our Customer team a direct message via Facebook Messenger or email us at 💙


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