Dog-lovers making food that dogs love

Back in 2013, a small group of people came together to bring one vet’s idea to life. They set out to solve a problem at the heart of pet food: despite the overwhelming choice of one-size-fits-all food in the shops, there was never anything that could tick all the boxes. Long lists of mysterious ingredients on the label only made things more complicated – there had to be a better way to feed dogs right.

And so began, assembling a crack team of experts including vets, nutritionists and engineers (and their dogs) to develop a super-smart way to create a unique recipe for every single dog – yes, even yours. From your dog’s weird preference for whiffy fish smells, to that itchy skin condition, your dog’s recipe is based on information only you could know.

photo of a bowl of kibble

The proof is in the kibble

It didn’t take long before tails all over the country were wagging over the taste of Five years after we began, we’re serving millions of meals a month to thousands of dogs, with a customer satisfaction rating of ‘Excellent’ on team today

We’re a team of dog lovers. We’ve got as many water bowls as coffee cups at our Richmond HQ, where every day is ‘bring your dog to work day’. We all joined to help people like us do the best for their dogs. Having so many dogs around keeps us focused on what matters – empty bowls, glossy coats and bouncy walks.

photo of a dog getting a hug from it's owner

Beyond the bowl

Of course, it’s not just about the food. True to our original idea to help dog-lovers understand their doggo’s diet, our service includes one-to-one support for every customer. Got a question about your delivery? Give us a call. Wondering whether your pooch has the right portions? Drop us an email. Or if you simply want to chat about your dog, we’re here for that too.

Meet some of our team...

Our animal nutritionists and vets have over 30 years of experience in dog nutrition, our software engineers are from businesses including Amazon and LoveFilm, and our marketing and product teams have worked on other pet food brands, and for businesses including innocent drinks and Our award-winning Customer Support team are from a wide range of backgrounds including Battersea Dogs and Cats Home and The Dog House.

photo of our lead nutritionist Samantha

Lead Nutritionist

Aside from being a lifelong dog-owner, our Lead Nutritionist, Dr Samantha Ware, has a PhD in animal nutrition and over 15 years of experience in the pet food industry as a nutritionist designing balanced food for dogs and cats, including formulating food for the Royal dogs.

photo of our head vet Sean

Head Vet

Our Head Vet Sean brings veterinary experience to our team, having worked for over 6 years in clinical practice. Primarily treating dogs and cats, he also has an interest in exotic animals. Sean's role is to improve and develop our product range as well as helping our marketing and customer support teams. Sean brings a unique breadth of knowledge on all things canine and understands better than anyone the unique emotional bond between dogs and their owners.

photo of our vet nurse Amy

Vet Nurse

BSc (Hons) RVN, N.Cert (SAN) (Registered Veterinary Nurse & Customer Experience Health and Nutrition Manager):Amy has been a qualified veterinary nurse for over fifteen years, with her early career spent in various roles within the charity sector, specialist veterinary centres and education before moving over and specialising in small animal nutrition. She has industry-leading expertise in animal nutrition and dog owner education.

Amy is our Customer Experience Health and Nutrition Manager, and is a vital source of knowledge and training for the whole team.

photo of our dog trainer Carolyn

Dog trainer and behaviour expert

Carolyn Menteith has over 20 years' experience working with dogs as a dog trainer and behaviour expert. She's passionate about building the very best relationships between dogs and their owners, believing that every dog is unique - and understanding that they each have their own individual personalities. Carolyn's role as resident behaviourist at sees her bring a wealth of expertise from the behaviourist world.