What Lintbells does

Lintbells Limited, founded in 2006 and headquartered in Weston, United Kingdom, operates the YuMOVE brand — the UK's No.1 pet supplement brand per NielsenIQ RMS data (12-month to 21/02/26) and the most vet-recommended joint supplement brand per Kynetec VetTrak 2025. The company develops and sells a broad portfolio of nutritional supplements for dogs, cats, and horses, with a recent extension into human joint care. Core technology centres on proprietary ingredient formulations including the ActivEase Complex (Omega-3 blend), elevated concentrations of Glucosamine, Chondroitin, and Hyaluronic Acid, and combined pre/pro/postbiotic digestive technology. The product line spans joint support (standard, PLUS, and Max Strength variants), digestive care, dental support (sticks and powder), calming supplements, skin & coat, and multivitamins, backed by 20+ years of formulation research and a 6-week money-back guarantee.

Lintbells operates a product-led, multi-channel go-to-market model. Direct-to-consumer e-commerce through yumove.co.uk and us.yumove.com is supported by a tiered subscription programme (50% off first two orders, 20% ongoing, or 40% for multi-pet subscriptions), a YuMOVE Rewards loyalty scheme, and an in-house quiz-based recommendation engine. Veterinary clinics serve as a recommendation and sales channel, complemented by Amazon and online marketplace distribution and embedded 24/7 vet access via the PawSquad partnership. The Vetnique partnership is intended to accelerate US veterinary channel development. The company is B Corp certified, operates with 11-50 employees, and is privately held with prior institutional investment from Origin Capital, Qi3 Ventures, and Inflexion (2018).

Name

Lintbells

Legal name

Lintbells Limited

Website

https://lintbells.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Lintbells operates YuMOVE, the UK's No.1 pet supplement brand, selling clinically-backed joint, digestive, dental, calming, skin & coat, and multivitamin supplements to dog, cat, horse, and human customers via D2C e-commerce, subscriptions, vet clinics, and Amazon across the UK and US.

Ownership category

akta.pro rank

Product category

Pet Nutritional Supplements

NAICS

Food (Health) Supplement Retailers (456191)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO), Immune Support Supplements (HLAMALAE), Weight Management & Metabolic Support Supplements (HLAMALAH)

Keywords

• Pet nutritional supplements
• Joint care supplements
• Pet health products
• Veterinary recommended supplements
• Animal wellness supplements

Headquarters

HQ city

Weston

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: YuMOVE sells pet supplements directly to consumers through their website yumove.co.uk, offering one-time purchases and subscription options with tiered discounts
2. Subscribe & Save Subscriptions: Recurring subscription model offering 50% off first two orders, 20% ongoing discounts, or 40% with multi-subscription. Provides recurring revenue through automatic deliveries
3. Veterinary Channel Sales: Products recommended and sold through veterinary clinics, with YuMOVE being the UK's most vet-recommended joint supplement brand

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Lintbells manufactures and sells nutritional supplements for pets under the YuMOVE brand, including joint care, digestive support, dental care, calming, skin & coat, and multivitamins formulated for dogs, cats, horses, and a human line. Products are sold primarily direct-to-consumer through the YuMOVE e-commerce websites (yumove.co.uk and us.yumove.com) with a Subscribe & Save subscription program, supplemented by sales through veterinary clinics and online marketplaces such as Amazon.

Product overview

Lintbells operates YuMOVE, the UK's No.1 pet supplement brand, offering a comprehensive portfolio of scientifically-backed supplements across dogs, cats, and horses, with a growing human health line. The core product family centers on joint/mobility supplements (YuMOVE Joint Support, PLUS, and Max Strength variants) with differentiated concentrations and ingredient profiles, while expanding into adjacent health categories including digestive support (probiotics, fibre, pre/postbiotics), dental care (sticks and powder), calming/anxiety, skin & coat, and multivitamins. Products range from standard formulations to premium PLUS and Max Strength variants for pets with specific health needs, with bundles and bulk options for value-seeking customers. The brand emphasizes veterinary recommendation, visible results in 6 weeks (with one-third of users seeing results in 3 weeks), and a 6-week money-back guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• YuMOVE: The UK's No.1 pet supplement brand offering joint support, digestive care, dental support, calming, and skin & coat supplements for dogs and cats.

Products and services

• YuMOVE Joint Support for Dogs Flagship joint supplement for dogs designed to support mobility and joint health, backed by 15+ years of scientific research and veterinarian recommendations; targets dog owners, particularly those with senior or stiff-jointed dogs.
• YuMOVE Joint Support PLUS for Dogs Enhanced joint supplement for dogs with stiffer joints, delivering higher concentrations of N-Acetyl-D-Glucosamine, Hyaluronic Acid, Omega-3 fish oils, and antioxidants (Vitamin C & E) than the standard formula.
• YuMOVE PLUS Max Strength for Dogs Premium joint supplement delivering 50% more activity than the standard PLUS formula (in vitro analysis), using the proprietary ActivEase Complex plus added fish oil, targeted at dogs with advanced joint stiffness.
• YuMOVE Joint Support for Cats Joint supplement formulated specifically for cats to support feline mobility and joint health, addressing joint issues in aging cats.
• YuMOVE Digestive Support Probiotic and Fibre Grain, wheat and gluten-free digestive supplement for dogs combining probiotics and fibre to support gut health.
• YuMOVE Pre, Pro & Postbiotic Bites Bite-format dog supplement combining prebiotics, probiotics, and postbiotics for comprehensive canine gut health support.
• YuMOVE Anal Gland Health Bites Specialised supplement bites designed to support anal gland health in dogs.
• YuMOVE Dental Support Sticks Dental support sticks for dogs formulated to reduce bad breath by more than half within 4 weeks, with over 75% of owners reporting cleaner and fresher mouths.
• YuMOVE Dental Powder Dental powder supplement for dogs to support oral health and reduce bad breath, used as an alternative format to the dental sticks.
• YuMOVE Skin & Coat Support for Dogs Dog supplement designed to support healthy skin and coat, addressing itching and moulting issues.
• YuMOVE Skin & Coat Support for Cats Feline-specific supplement addressing moulting and skin health conditions in cats.
• YuMOVE YuCalm (Calming Supplement for Dogs) Calming supplement for dogs formulated to support anxiety relief and behavioural wellness.
• YuMOVE YuCalm for Cats Calming supplement formulated specifically for cats to address feline anxiety.
• YuMOVE Dog Multivitamins Comprehensive multivitamin supplement for dogs supporting overall canine health and wellbeing.
• YuMOVE for Horses Joint and mobility supplement line designed for horses to support equine joint health and address stiffness.
• YuMOVE for Humans Joint care supplements adapted for human use (e.g., addressing clicking knees and joint stiffness), leveraging the same ingredient science used in YuMOVE pet products.
• YuMOVE Joint Supplement Bundles Pre-packaged combinations of YuMOVE supplements offering savings for customers seeking comprehensive pet wellness support.
• YuMOVE Bulk Buy Bulk purchasing option for YuMOVE supplements for multi-pet households or professional buyers seeking volume pricing.

Quantifiable outcome

• 86% of pet owners saw a positive difference after starting YuMOVE
• +5 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• PawSquadcoreStrategic or Co-development PartnerPartnership providing YuMOVE customers with FREE 24/7 access to a UK vet. This value-add partnership enhances the YuMOVE subscription offering and provides pet owners with additional support alongside their supplement purchases.
• VetniquecoreStrategic or Co-development PartnerYuMOVE & Vetnique Partnership aimed to help pets thrive. This strategic partnership combines YuMOVE's joint supplement expertise with Vetnique's veterinary expertise for mutual benefit.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Zesty Paws: D2C pet wellness brand offering soft-chew supplements for joint, skin, dental and calming. Highly comparable subscription-driven D2C model targeting the same dog/cat owner demographic.
• Tomlyn (Vetoquinol): Vetoquinol-owned pet supplement brand spanning joint, calming, immune and digestive health. Comparable premium supplement positioning distributed via vet clinics and pet specialty retail.
• VetIQ: Consumer pet supplement brand spanning joint, dental, calming, skin & coat and digestive categories, sold through mass retail and online. Closely comparable product portfolio, target customer (dog/cat owners), and DTC plus retail distribution model.
• PetHonesty: US D2C-native pet supplement brand covering joint, dental, skin & coat, calming and digestive health. Comparable product breadth, subscription/recurring revenue model, and direct-to-consumer growth playbook to YuMOVE.
• NaturVet: Established US pet supplement maker with a broad joint, digestive, skin and calming portfolio sold via retail and vet channels. Comparable category coverage and channel mix to YuMOVE.
• Nutramax Laboratories: US-based maker of Cosequin and Dasuquin, the most clinically recognised joint supplements for dogs and cats. Directly comparable to YuMOVE as a category-defining joint supplement brand sold via vet channels and consumer retail.
• Vetnique Labs: US pet supplement brand focused on dermatology, joint and hygiene categories, sold through vet and consumer channels. YuMOVE has a formal partnership with Vetnique, validating direct product/market overlap.

Broad incumbents

• Hill's Pet Nutrition: Colgate-Palmolive owned pet nutrition brand with a strong veterinary channel and therapeutic diet portfolio. Comparable in leveraging vet endorsement for premium positioning in pet health, though broader than supplements.
• Nestlé Purina: Global pet nutrition leader (Purina Pro Plan, ONE, etc.) with veterinary and supplement-adjacent lines. Comparable end-customer (pet owner) but operates as a broad incumbent across categories.
• Mars Petcare: Largest global pet care company (Royal Canin, Pedigree, Whiskas, etc.) with adjacent nutritional and supplement offerings. Operates broadly across pet health/nutrition, making it a comparable scale incumbent rather than a direct competitor in supplements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lintbells.pet.health
• Instagraminstagram.com/yumove_uk
• TikToktiktok.com/@yumove
• Xx.com/lintbellspet
• LinkedInlinkedin.com/company/lintbells-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors3 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 Lintbells