How it works, for you and your dog

Get tailored dog food, delivered

Create your dog's profile

Create your dog's profile

Take a few minutes to tell us all about your dog. We'll create a complete kibble recipe that's 100% supportive, nutritious and satisfying. And just for them.

See their unique recipe

See their unique recipe

It's not just kibble. It's food that responds to your dog's precise needs.

Try now with 50% off

Try now with 50% off

Try it now with 50% off and free delivery, then get a box delivered every month (or every 2 weeks for puppies). Cancel any time.

Purdy looking at his profile

You won't find their unique recipe anywhere else.

We've got a fresh take on tailored. It's created by you - alongside our vets, nutritionists and a special algorithm. Our nutritional technology means your dog's recipe is totally unique. In fact, it's out of a million different combinations, because every dog is different, so why should we feed them the same? Everything that benefits them goes in, and nothing else.

Tailored dog food

In your first box

Your first dog food delivery includes the first month of their unique recipe at half price, a handy portion scoop and a few tips and tricks to get you started.

Walter enjoying

Cancel any time, come back any time

Our customers stay with us because they love the service and their dogs love the food. You can cancel any time, and come back any time - whatever's best for you and your dog.

Full range of food and treats

Discover the whole world of

Who doesn't love a bit of variety? Our range includes lots of slow-cooked wet food like pates, stews and terrines, plus healthy treats and chews. Whatever you add, we'll update your monthly feeding plan to keep your dog in tiptop condition.