Tuggs

Name

Tuggs

Legal name

Tuggs Ltd

Website

https://tuggs.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fresh Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industries

Functional & Veterinary Diet Pet Food (CRADAFAF), Freeze-Dried & Dehydrated Pet Food (AFADAFAD)

Keywords

• Fresh dog food
• Insect protein pet food
• Dog food subscription
• Pet nutrition delivery
• Sustainable pet food

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fresh Meal Subscription: Recurring subscription for personalized fresh frozen dog meals delivered to the door. Customers choose delivery frequency, portion sizes, and recipe selection through a flexible online dashboard. Plans can be paused, skipped, or cancelled at any time. This is the primary revenue driver.
2. One-time Product Sales: One-off purchases of supplements (Gut Health, Stress & Anxiety), treats (Whitefish, Lamb, Venison & Mealworm), toppers (Chicken Appetite Booster), chews (Tuggs for Chilling), and salmon oil through the e-commerce shop. Volume discounts apply for multi-pack purchases.
3. Bundled Product Packs: Pre-curated bundles combining fresh meals with treats and supplements at discounted prices (up to 30% savings vs. individual purchase). Includes Puppy Starter Kit, Best Sellers Box, Fussy Dogs Club, Daily Health Support, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Tuggs sells fresh frozen, personalized dog food delivered direct-to-consumer across the UK. Its core range is five gently cooked (90°C) recipes combining black soldier fly insect protein with human-grade meat, fish, and vegetables. A proprietary algorithm calculates tailored portion sizes based on each dog's weight, activity level, and sensitivities, and meals are shipped frozen in insulated packaging via a subscription model.

Product overview

Tuggs is a fresh dog food delivery company offering a subscription-based service with five core fresh frozen meal recipes (Beef Brigade, Chicken Coup, Cod Crew, Pork Power, Turkey Triumph) featuring insect protein as a sustainable ingredient. The platform uses a personalized algorithm to create tailored meal plans based on each dog's weight, activity levels and sensitivities. The product portfolio includes supplementary treats (Whitefish Treats, Lamb Treats, Venison & Mealworm Treats, Tuggs for Chilling), supplements (Gut Health, Stress & Anxiety, Premium Salmon Oil), and a food topper (Chicken Appetite Booster). Bundled product packs are offered for specific needs including puppy support, fussy eaters, digestive care, and multi-dog households. All meals are gently cooked at 90°C and delivered frozen to maintain freshness.

Differentiator

Problem solved

Functional benefit

Products and services

• Beef Brigade Fresh beef and insect protein recipe featuring beef heart, trimming, and lung combined with sweet potato, carrots, broccoli, quinoa, and salmon oil. High protein (13.8%), designed for building muscle and supporting immune health. For UK dog owners seeking high-protein fresh meals.
• Chicken Coup Fresh chicken and insect protein recipe with sweet potato and carrot, formulated for lean muscle health and joint support. High in B vitamins for energy and selenium for immune system. Targeted at active dogs.
• Cod Crew Gentle, low-fat cod recipe rich in omegas combined with insect protein. Designed for lean figures, glossy coats, and smooth digestion. Low calorie density for overweight dogs.
• Pork Power Protein-rich pork recipe with insect protein supporting vitality, muscle strength, and active lifestyles. Contains antioxidants for general health and healthy fats for muscle repair. Targeted at active dogs with big appetites.
• Turkey Triumph Lean turkey protein with insect protein, kale, sweet potato, and carrot. Balanced and digestible recipe supporting lean muscle development, gentle on tummies, and rich in essential amino acids. Suitable for puppies and dogs with sensitive stomachs.
• Whitefish Treats
• Lamb Treats
• Venison & Mealworm Treats
• Tuggs for Chilling
• Gut Health Supplement
• Stress & Anxiety Supplement
• Premium Salmon Oil
• Chicken Appetite Booster

Quantifiable outcome

• 84% of owners see an improvement in their dog's stools within weeks of switching to Tuggs
• +7 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Mordor GundogscoreStrategic or Co-development PartnerMordor Gundogs is a world-renowned dog training school and breeder with over 16 years of expertise. The company partnered with Tuggs to run head-to-head trials comparing insect-based food against premium raw dog food, using nearly genetically identical puppies (mothers were sisters, same father). One litter was fed raw food, the other Tuggs, over 3 months with veterinary student oversight from the University of Glasgow. Results showed Tuggs puppies had better body condition scores. Mordor Gundogs continues to feed Tuggs to all their puppies as their sole food.
• University of Glasgow (School of Veterinary Medicine)coreStrategic or Co-development PartnerVeterinary students from the University of Glasgow conducted a 3-month controlled feeding trial comparing Tuggs insect-based puppy food against premium raw food, using near-genetically identical puppies from Mordor Gundogs. Students measured weight gain, digestibility, energy levels, stools, and overall body condition. The study provided published evidence that puppies on Tuggs achieved equal or better body condition scores than those on raw food, while being safer (no E. coli/salmonella risk).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Different Dog: UK fresh dog food subscription startup offering gently cooked, personalised meals delivered frozen. Closest direct competitor by operating model and target customer.
• Pooch & Mutt: UK premium dog food and health supplement brand. Competes on health-positioned nutrition and is explicitly named on Tuggs' comparison page (71/100 AADF rating).
• Tails.com: Personalised dog food brand (owned by Mars Petcare) offering tailored dry/blended nutrition based on individual dog profiles. Direct competitor on personalisation algorithm and DTC subscription.
• Bella & Duke: UK raw and fresh dog food subscription service. Competes in the same fresh/frozen DTC subscription niche as Tuggs and is named on Tuggs' competitor comparison page.
• Butternut Box: UK's leading fresh, human-grade dog food subscription brand. Competes head-on with Tuggs on DTC, personalised portions, and gently cooked meals delivered frozen. Most cited competitor on Tuggs' own comparison page.
• Yora (by Yora Pet Foods): UK insect-protein dog food brand using black soldier fly larvae. Most direct competitor on the insect-protein differentiator that Tuggs treats as its core moat.

Regional players

• Petgood (Sweden): Swedish insect-based pet food brand. Direct product parallel (insect protein pet food) but operates in a different geography, useful as a comp for category economics.
• Jiminy's: US-based insect protein dog food brand. Comparable on core ingredient technology and sustainability positioning but serves the North American market rather than the UK.

Emerging players

• Scrumbles: UK natural dog and cat food brand focused on gut health and sustainability. Adjacent emerging player in the UK natural pet food category with overlapping sustainability and wellness messaging.

Broad incumbents

• Lily's Kitchen: UK natural pet food brand owned by Nestlé Purina. A broader incumbent offering premium natural dog food across dry, wet, and treats — overlapping with Tuggs in fresh/natural positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tuggspet
• Instagraminstagram.com/tuggspet
• LinkedInlinkedin.com/company/tuggs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors1 record

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 Tuggs