What Different Dog does

Different Dog Limited is a UK-based, direct-to-consumer pet food company that produces and delivers fresh, gently cooked dog food on a subscription basis. Founded in 2016 by Charlie and Alex Thurstan after Charlie left the pet food industry disillusioned by ultra-processed ingredients, the company designs 13+ proprietary recipes using human-quality British ingredients, formulated in-house by a canine nutritionist (Bianca Boultons-Major) and a practicing vet (Alison, Cambridge-trained). The product line includes a core recipe range (Chicken Casserole, Atlantic Salmon, Braised Beef, Lamb Hotpot, Turkey Fricassee, Shepherd's Pie, Pork Ragu, Venison & Thyme, Pawfect Chicken Picnic) and an industry-first Health+ specialized sub-line targeting kidney support, heart health, joint mobility, weight management, and sensitive stomachs, complemented by a treats and supplements range.

The business operates a subscription DTC model: customers complete a dog profile (age, breed, weight, health conditions), select recipes, and receive frozen meals on a recurring schedule via DPD's carbon-neutral last-mile delivery with one-hour time slots. The company is headquartered and produces out of a new facility at Unit 3, Pioneer Park, Telford (TF7 4FA), and serves customers across mainland UK (England, Wales, and parts of Scotland), excluding the Scottish Highlands and Islands. Acquisition is driven by a 30% first-box promotion, refer-a-friend incentives, social media (Facebook, Instagram, TikTok), and PR, supported by a 94% All About Dog Food rating (the highest among fresh food brands) and a Trustpilot "Excellent" rating across 2,384+ reviews.

Different Dog is B Corp certified and currently feeds 20,000+ dogs daily with approximately 120 staff, a base that has been growing alongside revenue that doubled annually for five consecutive years and tripled over the past three years. Cumulative funding exceeds £21.6M, including a £10M equity round in April 2025 (Charlie Oscar Group) and a £1.5M MEIF II debt facility in February 2026, both earmarked for the Telford facility expansion and a planned headcount ramp to approximately 250 staff. In May 2026 the company relaunched under the consumer-facing brand "Made Different."

Name

Different Dog

Legal name

Different Dog Limited

Website

https://differentdog.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Fresh & Refrigerated Pet Food (CRADAFAC)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Pet Treats & Chews (AFADAFAF)

Keywords

• Fresh dog food
• Pet food subscription
• Dog food delivery
• Canine nutrition
• Premium pet food

Headquarters

HQ city

Shrewsbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Subscription Meal Plans: Recurring subscription revenue from regular deliveries of fresh dog food. Customers choose from 13+ recipes and receive scheduled deliveries. Revenue is recurring and predictable with strong customer lifetime value through subscription continuity.
2. Supplements and Broths: Additional revenue from targeted supplements (bone broths, green-lipped mussel, probiotics) and add-on products purchased alongside meal subscriptions.
3. Treats: Premium dog treats including freeze-dried duck, chicken training treats, fish sticks, calming support, and specialty treats sold as add-on products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Different Dog is a UK-based direct-to-consumer pet food company that produces and delivers premium, freshly cooked, frozen dog food via subscription. Meals are prepared in small batches from human-quality British ingredients by chefs, with 13+ nutritionist- and vet-formulated recipes, including a specialized Health+ range for dogs with specific health conditions. The company also sells treats and supplements as add-on products.

Product overview

Different Dog is a premium fresh dog food subscription company offering 13 core recipes plus a Health+ specialized range, all made from human-quality British ingredients gently cooked in small batches by chefs. The core product is the fresh dog food subscription delivering nutritionist-formulated meals, which includes recipes like Chicken Casserole, Atlantic Salmon, and Braised Beef. The Health+ line (Stay Supple Fish Supper, Hearty Beef & Berries, Keep Me Trim Turkey, Low Purine & Phosphorus, Comforting Chicken) provides specialized nutrition for dogs with specific health needs. The offering is complemented by a treats range (freeze-dried and baked snacks) and supplements/broths (bone broths, probiotics, joint support) to address targeted health requirements.

Differentiator

Problem solved

Functional benefit

Brands

• Health+: Specialized recipes for dogs with specific health needs including kidney support, heart health, weight management, and sensitive stomachs.

Products and services

• Fresh Dog Food Subscription Core subscription offering delivering fresh, gently cooked, frozen dog food in 13+ recipes, with flexible delivery scheduling, pause/cancel options, and portion customization based on dog profile. Targeted at UK dog owners seeking premium, transparent-ingredient nutrition.
• Chicken Casserole Recipe Recipe featuring 60% chicken with cabbage, carrot, sweet potato and parsley. Designed for everyday nutrition as part of the fresh dog food subscription.
• Atlantic Salmon Recipe Recipe with 40% Atlantic salmon and 20% white fish combined with broccoli, spinach, butternut squash and mint. Positioned for skin and coat health.
• Braised Beef Recipe Recipe with 60% beef combined with spinach, squash, mushroom and parsley. Slow-braised and targeted at gut health and digestion.
• Lamb Hotpot Recipe Recipe with 60% lamb combined with red cabbage, parsnips and sage. Positioned as an immunity defender for dogs with chicken or beef sensitivities.
• Turkey Fricassee Recipe Recipe with 40% turkey and 20% chicken combined with cabbage, sweet potato and coriander. Positioned for all-day energy and skin/coat health.
• Shepherd's Pie Recipe Recipe with 60% lamb combined with swede, cauliflower and mint. Positioned as a classic comfort meal for digestive health and bone strength.
• Pawfect Chicken Picnic Recipe Recipe with 60% chicken combined with broccoli, red pepper and parsley. Positioned for garden-fresh energy, bone health and immune support.
• Pork Ragu Recipe Recipe with 60% pork combined with kale, beetroot and nettle. Single-source protein recipe targeted at dogs with allergies, supporting brain and lymphatic health.
• Venison & Thyme Recipe Recipe with 60% venison combined with spinach, blackberries and red pepper. Wild-nutrition alternative protein for dogs with sensitivities, supporting muscle and immune health.
• Stay Supple Fish Supper (Health+) Health+ recipe with 60% white fish, glucosamine and boswellia. Designed for joint support, mobility and low-fat diets.
• Hearty Beef & Berries (Health+) Health+ recipe with 60% beef and antioxidant-rich cabbage, blackberries and turmeric. Designed to support heart health and immune function.
• Keep Me Trim Turkey (Health+) Health+ recipe with 60% turkey breast, red cabbage, carrots and apples. Designed for weight management and healthy weight maintenance.
• Low Purine & Phosphorus (Health+) Health+ recipe with 40% turkey and 20% white fish, dandelion and nettle. Supports kidney and liver health with purine management.
• Comforting Chicken (Health+) Health+ recipe with 45% chicken, slippery elm, ginger and alfalfa. Designed for sensitive stomachs, easing nausea, reflux and gut inflammation.
• Dog Treats Range of premium freeze-dried and baked treats including Freeze Dried Duck, Chicken Training Treats, Fish Sticks, Pizzle Sticks, Calming Support, Fresh Breath, Vitality & Digestion, Fishy Favourites, and Game On.
• Supplements & Broths Targeted supplements and bone broths including Chicken, Lamb and Venison Bone Broths, Pumpkin Powder & Psyllium Husk, Green-Lipped Mussel, Goat's Milk Powder, and Animotics Probiotic Paste.

Quantifiable outcome

• 92% of dogs see health improvements after switching to Different Dog
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DPDcoreStrategic or Co-development PartnerDPD is the carbon-neutral courier partner for all deliveries. Their one-hour time slot service allows customers to track deliveries via app or website. This partnership enables Different Dog to offer sustainable delivery options while maintaining delivery reliability and customer convenience.
• Epsilon AbacusminorGTM or Marketing PartnerEpsilon Abacus (registered as Epsilon International UK Ltd) manages the Abacus Alliance on behalf of UK retailers. They help Different Dog understand customer behavior and preferences through data processing, enabling targeted communications.
• DM Data LtdminorGTM or Marketing PartnerDM Data Ltd provides name and postal address services using Legitimate Interest as the legal basis for direct marketing activities.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Butternut Box: UK-based fresh dog food subscription company, the largest direct competitor named on Different Dog's comparison table. Directly comparable on business model (DTC subscription), product category (fresh cooked meals), and target customer (UK health-conscious dog owners).
• Pure Pet Food: UK fresh dog food subscription brand explicitly compared on Different Dog's website (74% AADF rating vs. Different Dog's 94%). Competes head-to-head on gently cooked, human-grade ingredients delivered direct to UK consumers.
• Lily's Kitchen: Premium UK natural pet food brand (named in Different Dog's competitor comparison at 83% AADF rating). Comparable on positioning around natural/premium ingredients, though distributes more broadly through retail and DTC channels.
• Tails.com: UK dog food subscription service (now owned by Mars Petcare) offering personalized dry kibble and wet food blends. Comparable as a UK DTC dog food subscription peer, though with kibble-led rather than fresh-cooked positioning.
• Bella & Duke: UK-based raw pet food subscription service targeting health-conscious pet owners. Comparable DTC subscription model and premium positioning, though differs in raw versus gently cooked product format.
• Forthglade: UK natural pet food brand offering chilled and wet food meals for dogs and cats. Comparable on natural fresh/chilled positioning and UK distribution, though primarily retail-led rather than subscription-DTC.
• Barking Heads: UK premium natural dog food brand with wet and dry ranges positioned around health benefits. Comparable on natural/premium positioning and UK target market, with overlap in health-focused sub-ranges.

Broad incumbents

• The Farmer's Dog: US-based fresh dog food DTC subscription pioneer, category-defining leader with substantial venture backing. Comparable on fresh-DTC subscription model and human-grade positioning, though operates at much larger US scale.
• Royal Canin: Global mass-market veterinary and breed-specific pet food brand (Mars Petcare). Comparable on condition-specific nutrition positioning (Health+ competes with veterinary diet lines), though vastly larger scale and broader distribution channels.

Emerging players

• VetBox: UK pet care subscription service bundling food, treats, and accessories. Comparable as a UK pet subscription competitor addressing overlapping health-conscious dog owner segments, though with broader product mix rather than food specialization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/differentdog
• LinkedInlinkedin.com/company/different-dog
• Instagraminstagram.com/differentdog
• TikToktiktok.com/@differentdogfood
• Xx.com/_differentdog

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Different Dog