Scratch

What Scratch does

Scratch Pet Health Pty Ltd, trading as Scratch (and operating the DogMother sub-brand), is an Australian direct-to-consumer pet food company founded in 2018 by Mike Halligan and Doug Spiegelhauer in Collingwood, Victoria. The company formulates and distributes gut-health-focused dog food through a subscription e-commerce model, delivering freshly sealed 2x4kg bags to customer doorsteps with free delivery to Australian metro areas. Its core technology is recipe design centred on supporting the canine gut microbiome — combining Australian-sourced wholefood ingredients, natural prebiotics (chicory root, beet pulp), low-carbohydrate kibble (starting from 32.5% carbs versus a typical 45–60%), high fibre (up to 5.5% crude fibre), and AAFCO-aligned nutritional standards overseen by qualified animal nutritionists and in-house veterinarian Dr. Samantha Rulli. Scratch is the only Australian dog-food brand to disclose ingredient percentages, a transparency stance it has leveraged since becoming the first B-Corp Certified dog food company in Australia.

The product portfolio spans four dry kibble recipes (Turkey & Beef grain-free, Mackerel & Salmon, Lamb with Ancient Grains, Sensitive Kangaroo), two nutritionally complete raw recipes (RAW01, RAW02), a treats line, and accessories. Subscription pricing ranges from $85 to $157 per monthly delivery, with non-subscription one-time purchases available for treats and accessories. The go-to-market combines a product-led personalised quiz onboarding funnel with content marketing (Off The Leash Magazine, Puppy Training Podcast, dog-training guides) and a dedicated DogMother breeder and rescue-organisation program offering 20% discounts, free puppy starter packs per litter, and multi-address bulk ordering for ANKC- and RPBA-registered breeders. The company commits 2% of revenue to climate and dog-welfare causes via its Paws for the Planet program.

Scratch reports a customer footprint exceeding 75,000 dogs with a 4.9/5 average rating (98% five-star reviews), and operates with a stated team of 13. There is no public revenue disclosure and only one modest disclosed funding event ($13,724 seed from the Melbourne Accelerator Program in May 2019). The company ships Australia-wide via Toll and TNT, has no international operations, and is privately held with no parent company or institutional investor of record.

Name

Scratch

Legal name

Scratch Pet Health Pty Ltd

Website

https://scratchpetfood.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Scratch is an Australian direct-to-consumer dog food company founded in 2018 that sells gut-health-focused kibble and raw recipes via a subscription e-commerce model, serving over 75,000 Australian dogs and supported by a DogMother breeder/rescue sub-brand.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE), Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

Keywords

• Premium dog food
• Raw dog food
• Grain-free kibble
• Dog food subscription
• Pet nutrition

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

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. Dog food subscription: Recurring subscription delivering freshly-made dog food (kibble and raw) on a scheduled basis. Two freshly sealed 4kg bags per delivery. Free delivery to metro areas. Subscription model with pre-notification before each shipment.
2. One-time dog food purchases: Non-subscription one-time purchases available for dog treats, accessories, and dog food products without committing to recurring deliveries.
3. DogMother breeder program: Discounted food (20% off) for registered breeders and rescue organisations via dedicated DogMother accounts, with bulk ordering capability. Free puppy starter packs (4kg) provided for every litter sent to new owners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Scratch is an Australian direct-to-consumer dog food company that formulates and delivers premium, gut-health focused pet food (kibble, raw recipes, treats, and accessories) on a subscription basis. Recipes are built around high animal-protein content, natural prebiotics, low carbohydrate levels, and transparent ingredient disclosure, with 97% of ingredients sourced from Australian suppliers. The company also runs the DogMother breeder and rescue program offering discounted food and free puppy starter packs.

Product overview

Scratch is an Australian subscription-based direct-to-consumer dog food company offering a portfolio of products centered around gut health and premium nutrition. The core product lineup consists of four dry kibble recipes (Turkey & Beef grain-free, Mackerel & Salmon, Lamb with Ancient Grains, and Sensitive Kangaroo) plus two raw food recipes (RAW01 and RAW02), all marketed as nutritionally complete for all life stages. The product range extends to dog treats (Beef Jerky, Lamb Crunch, Peanut Butter Training, Bully Sticks, Freeze Dried Salmon), accessories (food containers, poop bags, treat pouches, wipes, slow feeding bowls), and the DogMother sub-brand—a dedicated breeder support program offering free puppy packs and discounts. Scratch operates on a subscription model delivering freshly-made food in 2x4kg sealed bags directly to customers, with a focus on transparent labeling, Australian-sourced ingredients, and gut-health formulation.

Differentiator

Problem solved

Functional benefit

Brands

• DogMother: A dedicated breeder support program providing free puppy packs, 20% discount on food, and direct access to Scratch founders for Australian dog breeders and rescue organizations.

Products and services

• Turkey & Beef Grain-Free Kibble High-protein, grain-free kibble formulated for dogs of all ages including large breed puppies. Delivered via subscription in 2x 4kg freshly-sealed bags from $85 per delivery.
• Mackerel & Salmon Kibble High-protein fish-based kibble designed for sensitive and senior dogs. Subscription pricing from $97 per delivery of 2x 4kg bags.
• Pasture-Raised Lamb with Ancient Grains Kibble Single-protein kibble featuring pasture-raised lamb with whole ancient grains, positioned for highly active dogs. Subscription pricing from $94 per delivery.
• Sensitive Kangaroo Kibble Single-protein kibble with joint support for dogs that cannot tolerate other foods, addressing skin and tummy sensitivities. Subscription pricing from $112 per delivery.
• RAW01 Beef & Salmon Raw Food Nutritionally complete raw dog food recipe containing 70% meat with beef and salmon. Subscription pricing from $157 per delivery.
• RAW02 Turkey, Roo & Friends Raw Food Nutritionally complete raw dog food recipe with turkey and kangaroo as featured proteins, offering an alternative raw option to RAW01.
• Natural Dog Treats Range of 100% natural dog treats spanning jerky, crunchies, training treats, chews, and freeze-dried salmon, available as one-time purchases.
• Dog Accessories Branded dog accessories including food storage containers, eco-friendly poop bags, treat pouches, dog wipes, and a slow-feeding bowl, sold as one-time purchases.
• DogMother Breeder & Rescue Program Dedicated breeder and rescue support program providing 20% off all Scratch food, free puppy starter packs (4kg bag plus treats and puppy binder) for every litter, multi-address bulk ordering, and direct access to Scratch founders. Open to ANKC and Responsible Pet Breeders registered breeders and registered rescue organisations.

Quantifiable outcome

• 98% of customers rated Scratch 5 stars (thousands of reviews)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Australian National Kennel Council (ANKC)coreStrategic or Co-development PartnerANKC is Australia's leading purebred dog registry. DogMother program exclusively accepts ANKC registered breeders. This partnership ensures Scratch's breeder program reaches responsible, professionally registered breeders, aligning with Scratch's commitment to dog welfare and transparent labelling.
• Responsible Pet Breeders (RPBA)coreStrategic or Co-development PartnerResponsible Pet Breeders Australia (RPBA) is an alternative peak body for registered breeders. DogMother program accepts both ANKC and RPBA registered breeders, broadening access to responsible breeders across Australia.
• Toll and TNT carriersminorOthersScratch ships Australia-wide using Toll and TNT — two carriers offering competitive rates for bulk orders to rural areas where most breeders are located. Pricing starts from as little as $6 per 16kg to metro areas.
• Inghams (Turkey supplier)minorOthersTurkey meat (frames and organs) sourced from Inghams at human consumption standards with no added hormones, all sourced within Australia.
• Huon (Salmon oil supplier)minorOthersSalmon oil sourced from Tasmania, produced by Huon which Scratch considers the best environmental operator in the category.
• The Plant SocietyminorGTM or Marketing PartnerScratch partnered with The Plant Society to create the Dog-Friendly Plant Guide, helping customers ensure their dogs and plants coexist safely. The partnership produced co-branded educational content featuring Jason Chongue (co-founder of The Plant Society) as a contributor.
• Off The Leash MagazineminorGTM or Marketing PartnerOff The Leash is Scratch's associated magazine covering puppy training tips, dog behaviour, health and lifestyle. Serves as both a content marketing vehicle and community-building platform for Scratch customers and dog owners broadly.
• Bark in the ParkminorStrategic or Co-development PartnerDog trainer Megan Hayes from Bark in the Park contributed expertise to Scratch's Rescue Dog Guide, providing advice on selecting the right rescue dog.
• Healthy Dog PodminorStrategic or Co-development PartnerSophie Allan (Founder of So Help Me Dog) and Ian Shivers (founder of Bondi Behaviourist) contributed to Scratch's Rescue Dog Guide with expertise on dog behaviour, home preparation, and dealing with rescue dog challenges.
• Dr. Samantha Rulli (in-house vet)coreOthersScratch's food and customer service is supported by in-house veterinarian Dr. Samantha Rulli who helps answer customer questions on dog nutrition and shares expertise on making dog food better.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Butternut Box: UK-based DTC fresh dog food subscription brand. Operates the same personalised-feeding, freshly-cooked, direct-delivery subscription model as Scratch and is one of Europe's leading fresh dog food startups, making it a strong comparable for unit economics and growth trajectory.
• Open Farm: North American premium pet food brand focused on transparency, ethical sourcing, and high-quality ingredients. Highly comparable to Scratch on its gut-health and transparent-label narrative and subscription-oriented e-commerce model, though with broader product breadth.
• Lyka: Australian DTC fresh dog food subscription company. Lyka is the most direct competitor to Scratch, serving the same Australian urban, premium-conscious dog owner with a personalised subscription delivery model and similar gut-health/natural ingredient positioning.
• The Farmer's Dog: US-based DTC fresh dog food subscription company and category pioneer. The Farmer's Dog pioneered the personalised quiz + subscription model that Scratch has adopted, and is the global benchmark for vet-formulated, human-grade fresh dog food delivered direct to consumers.

Broad incumbents

• Mars Petcare: Global pet food giant and parent of Royal Canin, Pedigree, and Whiskas. Represents the broad-incumbent competitive ceiling for Scratch, with massive R&D, marketing budgets, and grocery-shelf scale that any premium DTC challenger must defend against.
• Hill's Pet Nutrition: Global premium and veterinary pet food brand owned by Colgate-Palmolive. Represents the broad incumbent benchmark on vet-formulated pet nutrition; competes with Scratch on science-backed positioning but operates a vastly larger retail and veterinary-channel distribution model.

Emerging players

• Darwin's Pet Food: US-based raw and fresh dog food DTC brand. Darwin's overlaps with Scratch's RAW01/RAW02 raw product line on raw/premium positioning and subscription delivery, but is positioned more heavily toward raw-only feeding rather than Scratch's kibble-and-raw mix.

Regional players

• Ivory Coat: Australian natural pet food brand owned by Nestlé Purina. Competes with Scratch on natural, grain-free positioning in the Australian market but is distributed primarily through grocery and pet specialty retail rather than direct subscription, making it a broader-incumbent comparison for Scratch's category.
• Black Hawk (MasterPet): Australian premium natural pet food brand owned by MasterPet. Competes with Scratch in the Australian premium kibble category with broader retail penetration, but targets a more mainstream price point and is sold through specialty retail rather than purely DTC subscription.

Others

• Pet Circle: Australia's largest online pet retailer. Not a direct competitor but a key distribution and ecosystem partner for Scratch — a route through which Scratch could expand into third-party retail and into adjacent categories like pharmacy and supplies.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/WorldOfScratch
• Xx.com/worldofscratch
• LinkedInlinkedin.com/company/scratchpethealth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Scratch