Changing the world of pet food for good

Meet the dog lovers behind

Complete, tailor-made nutrition.

kibble icon

Developed with vets and nutritionists.


Delivered to your door every month.

None team in 2013

Rewind to a time of one-size-fits-all dog food

The year was 2013. An intrepid team of dog lovers and dog experts came together to find a better way to feed their pets. The dream? Different food for every dog. Tasty, nutritious ingredients that match their individual needs. A tailor-made kibble blend that changes with them for a long, healthy life. And so was born!

nutritionists looking at kibble

We changed the game

Fuelled by a love for pets, tech and doing things differently, our vet and nutrition team got to work. Developing one million possible ingredient combinations to make truly tailor-made meals a reality. We hand-delivered to our first customers’ doors and soon the success stories started pouring in. Now we proudly deliver to over 250,000 happy dogs. Each with a kibble blend created just for them.

Our London team

10 years on, what’s changed?

Our team has grown but our purpose remains. Pioneers of the dog-friendly office, we’ve got water bowls in every meeting room in HQ. Because our dogs keep us focused on what matters most - them!

Our Amstelveen team

Going beyond the bowl

Our mission is about more than just nutrition. It’s about offering wrap-around support for our customers. It’s about partnering with charities to support dogs living on the streets. It’s about prioritising sustainability to support better dog walks for generations to come.