Scrumbles
Scrumbles is a UK-based pet food manufacturer founded in 2018 that produces and distributes gut-friendly natural dog and cat food with pre/pro/postbiotic formulations via direct-to-consumer e-commerce, subscriptions, and major UK retailers.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Scrumbles does
Scrumbles is a UK-based direct-to-consumer and omnichannel pet food manufacturer founded in 2018 by Aneisha Soobroyen and Jack Walker, producing natural dog and cat food formulated around gut microbiome health. The company's core technology centers on recipes enriched with prebiotics, probiotics, and postbiotics, using a pollo-pescatarian protein approach (poultry and fish) that avoids common allergens such as beef, pork, lamb, soy, dairy, gluten, and egg. The product range spans dry food, wet food, treats, dental sticks, and adjacent pet care items (poop bags, toys) for cats and dogs across life stages and dietary needs including sensitive stomach, hypoallergenic, grain-free, and high-protein variants.
The business operates a hybrid go-to-market model combining an owned e-commerce store (scrumbles.co.uk) with subscription offerings, alongside distribution through major UK retailers including Tesco, Waitrose, Sainsbury's, Asda, Pets at Home, and online marketplaces Amazon and Ocado. Subscription pricing provides a 10% recurring discount with free delivery over £40, and a pet profile quiz drives product matching. Monthly subscription costs range from £9.80 for a 4kg cat on dry food to £104 for a 36kg large dog on wet food. Revenue streams include recurring subscription income and one-time retail sales, with the company explicitly claiming "up to 30% better value than other brands with similar nutrition levels."
Scrumbles reported revenues trebling since inception and raised £6 million in 2023 (Business Growth Fund) to scale its omni-channel platform. The company markets through content/SEO, organic social (Facebook, Instagram, TikTok, YouTube), email, and referral programs, and has built a brand narrative around founder pets Smudge and Boo. The company is a member of 1% for the Planet, donating to environmental causes (over £150,000 total) and supporting animal welfare organizations including All Dogs Matter. Operations are entirely UK-based (London headquarters) with no disclosed international expansion or AI/ML technology footprint.
Scrumbles firmographics
Firmographics- Name
- Scrumbles
- Legal name
- Scrumbles
- Website
- https://scrumbles.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Scrumbles is a UK-based pet food manufacturer founded in 2018 that produces and distributes gut-friendly natural dog and cat food with pre/pro/postbiotic formulations via direct-to-consumer e-commerce, subscriptions, and major UK retailers.
- Ownership category
- akta.pro rank
Scrumbles industry classification
Industry- Product category
- Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Gastrointestinal & Food Sensitivity/Hypoallergenic Diets (HLAMAHAM)
- akta.pro secondary industries
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Treats & Chews (AFADAFAF)
Keywords
Where Scrumbles is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Scrumbles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through scrumbles.co.uk website with both one-off purchases and subscription options. Subscription model offers 10% recurring discount plus VIP loyalty scheme access.
- Retail Distribution: Products sold through major UK retailers including Tesco, Waitrose, Sainsbury's, Asda, Pets at Home, and online through Amazon and Ocado
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small Dog Monthly Cost |
| Subscription | Monthly | Medium Dog Monthly Cost |
| Subscription | Monthly | Large Dog Monthly Cost |
| Subscription | Monthly | Cat Monthly Cost (4kg cat) |
| Subscription | Monthly | Subscription Discount |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Scrumbles product offering
Product offeringCore offering
Scrumbles manufactures and sells gut-friendly, natural pet food for cats and dogs through a direct-to-consumer e-commerce platform and major UK retailers. Products include dry food, wet food, treats, and dental sticks formulated with prebiotics, probiotics, and postbiotics to support digestive health, with hypoallergenic options avoiding common allergens such as beef, pork, lamb, soy, dairy, gluten, and egg. The company also offers a subscription service with a 10% recurring discount.
Differentiator
Problem solved
Functional benefit
Products and services
- Dry Dog Food Naturally formulated dry dog food with pre/pro/postbiotics for digestive health, available in multiple life stages (puppy, adult, senior) and dietary variants including sensitive stomach, hypoallergenic, grain-free, gluten-free, and low-fat options.
- Dry Cat Food Probiotic-enriched dry cat food for kittens, adults and seniors, including sensitive stomach, hypoallergenic, high-protein, gluten-free, grain-free and natural varieties.
- Wet Dog Food Wet food for dogs formulated with natural, easy-to-digest proteins, suitable for dogs with sensitive digestion, sold alongside dry food ranges.
- Wet Cat Food Wet cat food offerings formulated to support feline digestion and hydration, complementing Scrumbles' dry cat food and treat lines.
- Dog Treats Treats for dogs marketed as natural, gut-friendly snack options to complement the main dog food diets.
- Cat Treats Treats for cats formulated to align with Scrumbles' gut-health and natural-ingredient positioning.
- Dental Sticks for Dogs Dental chew sticks designed to support dental health in dogs as part of Scrumbles' functional pet care range.
- Scrumbles Subscription Service Recurring delivery subscription for Scrumbles dog and cat food with a 10% discount on every order and free UK mainland delivery over £40, with pet profile quiz and feeding calculator to size orders.
Quantifiable outcome
- 3,006 customer reviews supporting gut health claims
Companies that use Scrumbles
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Scrumbles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Scrumbles partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- 1% for the PlanetcoreScrumbles is a proud member of 1% for the Planet, contributing 1% of every sale to environmental initiatives such as Rewild Britain. This partnership demonstrates their commitment to environmental sustainability and net positive impact on the planet.
- All Dogs MatterminorScrumbles supports animal welfare organisations including All Dogs Matter with food donations and financial aid to reach more animals in need, demonstrating community commitment beyond their commercial operations.
- Rewild BritainminorEnvironmental initiative recipient of Scrumbles' 1% for the Planet donations, supporting rewilding efforts in Britain.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Scrumbles competitors and assessment
Company assessmentDirect peers
- Pooch & Mutt: UK-based natural pet food brand with strong gut-health and sensitive-stomach positioning, overlapping directly with Scrumbles on target customer (health-conscious UK pet parents), product format (dry, wet, treats), and D2C-plus-retail GTM motion.
- Butternut Box: UK fresh, gently cooked dog food brand sold predominantly via subscription D2C with retail listings. Highly comparable subscription-first model, UK-only footprint, premium natural positioning, and head-to-head competition for the same health-conscious pet parent.
- Lily's Kitchen: UK natural and organic pet food brand (now owned by Nestlé) with similar gut-friendly, hypoallergenic recipe positioning and listings across the same major UK supermarkets and pet specialty retailers as Scrumbles.
- Forthglade: UK natural pet food manufacturer focused on wet food and natural ingredients, sold through the same grocery and pet retail channels. Comparable mid-sized UK CPG natural pet food player targeting similar health-conscious pet parents.
- Tails.com: UK personalised dog nutrition subscription service (owned by Mars Petcare). Direct competitor for the subscription-first UK pet parent and the only major personalised-nutrition player in the same market Scrumbles serves.
- Different Dog: UK fresh, custom-portioned dog food delivered via subscription. Comparable D2C subscription model, UK-only market, premium natural positioning, and direct competition for the same health-conscious pet parent segment.
Broad incumbents
- Nestlé Purina PetCare: Global pet food market leader with extensive UK distribution and a portfolio that includes gut-health ranges (e.g., Purina Pro Plan). Broad incumbent competing with Scrumbles on shelf space and on gut-health positioning from a much larger R&D and marketing base.
- Mars Petcare UK: Owns Royal Canin, Pedigree, Whiskas, and Tails.com in the UK. Provides the competitive ceiling on shelf, marketing, and subscription D2C that Scrumbles must compete against in the same UK retail and grocery channels.
- Hill's Pet Nutrition: Science-led pet food brand owned by Colgate-Palmolive with strong gut-health and therapeutic diet ranges sold through veterinary channels and major UK retailers. Sets the established science-based gut-health benchmark Scrumbles competes against on messaging and efficacy claims.
Emerging players
- The Farmer's Dog: US-founded fresh dog food subscription D2C brand. Comparable subscription-first, fresh/natural GTM motion and gut-health-adjacent positioning, currently US-focused but a relevant comparable for Scrumbles' subscription economics and brand-building playbook.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Scrumbles social profiles
Digital presenceScrumbles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Scrumbles leadership team
Management profileNumber of profiles
Profiles2 records
Scrumbles funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Scrumbles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Scrumbles
What does Scrumbles do?
Scrumbles manufactures and sells gut-friendly, natural pet food for cats and dogs through a direct-to-consumer e-commerce platform and major UK retailers. Products include dry food, wet food, treats, and dental sticks formulated with prebiotics, probiotics, and postbiotics to support digestive health, with hypoallergenic options avoiding common allergens such as beef, pork, lamb, soy, dairy, gluten, and egg. The company also offers a subscription service with a 10% recurring discount.
Is Scrumbles a public or private company?
Scrumbles is a private company. It is classified as venture growth investor backed and is currently operating.
When was Scrumbles founded?
Scrumbles was founded in 2018. It employs 11 to 50 people.
Where is Scrumbles based?
Scrumbles is headquartered in London, United Kingdom, in the Europe region.
How does Scrumbles make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Scrumbles's main competitors?
Direct peers on record are Pooch & Mutt, Butternut Box, Lily's Kitchen, Forthglade, Tails.com and Different Dog. Broad incumbents are Nestlé Purina PetCare, Mars Petcare UK and Hill's Pet Nutrition. The Farmer's Dog is listed as an emerging player.
Does Scrumbles have an API?
No public API is recorded for Scrumbles.
What industry is Scrumbles in?
Scrumbles's product category is Pet Food. Its primary akta.pro industry code is HLAMAHAM, Gastrointestinal & Food Sensitivity/Hypoallergenic Diets, with a secondary code of CRADAFAH, Natural/Organic & Limited-Ingredient Diets. Its NAICS code is 311111 and its SIC code is 2000.