- Investment sought:
- Equity offered:
for 24.61% equity
I used to work for a company that sold a lot of dog food. One day I got to see the food being made and it turned my world upside down. It seemed crazy to me that a diet of purely processed food, which has a two year shelf life and doesn’t even live in the fridge, could really be the best way to health and happiness. So Alex, Crumble and I set out to prove that adding hand cooked food to a dog's diet would change their life, and make them a different dog.
We started cooking in our own kitchen for Crumble. We asked an experienced vet, Alison, to join our team. We spent 18 months experimenting with different processes and recipes and testing our food in the lab. The more we tested our food, the more we learnt and the more convinced we became that this food would make a tangible difference to the health of dogs fed processed foods.
We launched our subscription business in 2018. Since then our customers have told us time and time again that we have changed their dogs’ lives.