Pooch and Mutt
Pooch and Mutt is a UK-based DTC pet nutrition brand (founded 2007, Vafo Group subsidiary) selling health-focused dog food, supplements and a science-backed at-home Gut Health Test across subscription e-commerce and UK trade wholesale channels.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pooch and Mutt does
Pooch and Mutt Limited is a UK-based, for-profit pet nutrition company founded in 2007 and headquartered at Kettering with operating presence in London. It is a wholly-owned subsidiary of Czech pet food group Vafo Group and operates as a challenger brand in the UK premium and grain-free dog food market against Mars Petcare and Nestlé Purina. The company sells health-positioned dry food, wet food, treats, supplements and accessories across five ranges (Wellbeing, Superfoods, Veterinary, Primal, Fresh) and has expanded into canine gut-health diagnostics through its 2025 acquisition of Biome9, which underpins an at-home stool-sample Gut Health Test (£48.99) and personalised supplement plans.
The technology and product layer combines veterinary-formulated recipes (including 35% fresh salmon with 15% black soldier fly insect protein), vet-recommended supplements such as the Gut-Skin Support formula, and a microbiome-analysis pipeline run by an in-house Head of Microbiology (PhD). The 'Find Your Food' quiz personalises recommendations across breed, size, age and health needs. Distribution is dual-track: direct-to-consumer e-commerce at poochandmutt.co.uk powered by a Subscribe & Save subscription offering 25% recurring discounts, complemented by UK wholesale trade distribution through Pedigree, Vital and Bestpets. Marketing relies on content-led SEO, social channels (Instagram, Facebook, TikTok, Pinterest, YouTube), paid media across Google and Meta, affiliate/Awin, and celebrity ambassadors including Stacey Solomon, Kate Lawler and Pete Wicks, supported by charity partnerships with Woodgreen Pets Charity and co-marketing with Biotiful Gut Health.
The customer base is a long-tail of individual UK dog owners across life stages (puppy, adult, senior) and dietary needs (digestion, calming, joint, skin & coat, hypoallergenic, grain-free), with reported 31,599+ reviews averaging 4.8 stars and a stated 91% improved-gut-health outcome among Gut Health Test users. Headcount is in the 11–50 range and the company recently participated in the Tesco Accelerator Programme (September 2024), with a brand refresh and new product launches scheduled for 2026 under Vafo Group ownership.
Pooch and Mutt firmographics
Firmographics- Name
- Pooch and Mutt
- Legal name
- Pooch and Mutt Limited
- Website
- https://poochandmutt.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pooch and Mutt is a UK-based DTC pet nutrition brand (founded 2007, Vafo Group subsidiary) selling health-focused dog food, supplements and a science-backed at-home Gut Health Test across subscription e-commerce and UK trade wholesale channels.
- Ownership category
- akta.pro rank
Pooch and Mutt industry classification
Industry- Product category
- Premium Dog Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Functional & Veterinary Diet Pet Food (CRADAFAF)
- akta.pro secondary industries
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Pet Treats & Chews (AFADAFAF)
Keywords
Where Pooch and Mutt is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pooch and Mutt business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: E-commerce sales of dog food, supplements, treats, and accessories through poochandmutt.co.uk. One-time purchases and subscription options available.
- Subscription (Subscribe & Save): Recurring subscription model offering 25% discount, triple PoochPoints, ability to skip/swap/cancel anytime. Subscription customers receive regular deliveries with personalized food selections.
- Wholesale/Trade Sales: B2B sales through UK trade distributors (Pedigree, Vital, Bestpets) for independent retailers and pet traders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Toy dogs (0-5KG): £10.38/month subscription |
| Subscription | Monthly | Small dogs (5-10KG): £15.49/month subscription |
| Subscription | Monthly | Medium dogs (10-25KG): £28.7/month subscription |
| Subscription | Monthly | Large dogs (25-50KG): £49.27/month subscription |
| Subscription | Monthly | Giant dogs (50KG+): £64.45/month subscription |
| One time/ perpetual license | Pay-as-you-go | Gut Health Test Kit: £48.99 |
| Unit Pricing | Pay-as-you-go | Individual product prices vary |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Pooch and Mutt product offering
Product offeringCore offering
Pooch and Mutt manufactures and sells premium, health-focused dog food (dry and wet), supplements, treats, dental products, and an at-home Gut Health Test Kit across five product ranges (Wellbeing, Superfoods, Veterinary, Primal, Fresh). Products are sold primarily direct-to-consumer via the company's own e-commerce site with a Subscribe & Save subscription model, with additional distribution through UK pet trade wholesalers (Pedigree, Vital, Bestpets) to independent retailers.
Product overview
Pooch & Mutt is a UK-based pet wellness company offering health-focused dog food and supplements across five core product ranges: Wellbeing (digestion, calming, general health), Superfoods (nutrient-dense nutrition), Veterinary (vet-recommended formulas), Primal (high-meat ancestral diets), and Fresh (novel protein formulas). The portfolio centers on a subscription-based e-commerce model with personalized recommendations via their Find Your Food quiz. Key differentiated products include the Gut Health Test Kit (at-home microbiome analysis with personalized supplement plans), the Fresh Salmon Dry Food with Insect Protein (for sensitive digestion), and probiotic supplements like Bionic Biotic and Gut-Skin Support. The company positions itself around science-backed nutrition, natural ingredients, and vet approval, serving dogs across all life stages from puppy to senior.
Differentiator
Problem solved
Functional benefit
Products and services
- Gut Health Test Kit At-home gut health test for dogs that analyses stool samples to provide personalized microbiome insights and a tailored supplement plan, with results returned within approximately four weeks. Designed for dog owners wanting targeted, science-backed nutritional support.
- Salmon Oil for Dogs Omega-rich salmon oil supplement for dogs designed to be drizzled over food to support skin, coat, and overall health. Sold as a standalone supplement SKU on the Pooch and Mutt website.
- Bionic Biotic Probiotic Powder Probiotic supplement powder for dogs formulated to support digestive health and gut microbiome balance, sold as a standalone SKU.
- Gut-Skin Support Supplement Veterinary-formulated supplement combining Quercetin, Apple Cider Vinegar and Sugar Beet Fibre to simultaneously support digestion and coat health in dogs.
- Salmon Complete Dry Dog Food with Insect Fresh salmon and insect dry dog food (35% fresh salmon and 15% fresh insect / Black Soldier Fly) made for fussy dogs or those with delicate digestion, positioned as a hypoallergenic novel-protein formula in the Fresh range.
- Health & Digestion Dry Food Grain-free dry dog food formulated to support digestive health and overall wellbeing, sold as part of the Wellbeing range for dogs with sensitive stomachs.
- Calm & Relaxed Dry Food Calming dry dog food formulated to support relaxation and reduce anxiety-related behaviors in dogs.
- Primal Wild Boar High Meat Dry Food High-protein dry dog food featuring wild boar as the primary protein source, positioned as an ancestral-style, novel-protein formula in the Primal range.
- Skin & Coat Dry Food for Dogs Dry dog food formulated to support healthy skin and coat condition through optimized nutrition, positioned within the Wellbeing range for dogs with skin and coat concerns.
Quantifiable outcome
- 91% of customers saw improved gut health after using Gut Health Test and following personalized supplement plan
Companies that use Pooch and Mutt
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles2 records
Pooch and Mutt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pooch and Mutt partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Vafo GroupcoreCzech pet food group Vafo Group is the parent company of Pooch & Mutt (UK subsidiary). Vafo Group announced a brand refresh for Pooch & Mutt with new product launches planned for 2026.
- Biome9corePooch & Mutt acquired Biome9 to develop science-backed gut health test and supplements range. Collaboration with Biome9's microbiology expertise enables personalized gut health testing and supplement recommendations.
- Woodgreen Pets CharityminorPartnership with Woodgreen Pets Charity for rescue dog welfare awareness. Brand ambassador Pete Wicks participates in 'Tails of Love' campaign with Woodgreen.
- Biotiful Gut HealthminorPartnership with Biotiful Gut Health (UK's favourite Kefir brand) for co-marketing content about gut health benefits of Kefir for dogs. Biotiful's Lennie the Italian Greyhound featured in Pooch & Mutt content.
- Pedigree (Pet Products)minorUK trade distributor for wholesale orders. Independent traders can register and purchase Pooch & Mutt products through Pedigree's online platform.
- Vital PetsminorUK trade distributor for wholesale orders. Independent traders can register and purchase Pooch & Mutt products through Vital's online platform.
- BestpetsminorUK trade distributor for wholesale orders. Independent traders can register and purchase Pooch & Mutt products through Bestpets' online platform.
Scale indicators4 records
Recent moves8 records
Expansion highlights6 records
Pooch and Mutt competitors and assessment
Company assessmentDirect peers
- Lily's Kitchen: UK-based premium natural pet food brand, frequently cited alongside Pooch & Mutt as a challenger to Mars Petcare and Nestlé Purina. Both target health-conscious dog owners with natural, functional nutrition positioning and DTC subscription models.
- Butternut Box: UK DTC fresh-cooked dog food subscription brand. Direct competitor in the UK direct-to-consumer dog food subscription space with a focus on fresh, human-grade ingredients and personalized meal plans.
- Barking Heads: UK premium natural dog food brand with overlapping health-focused product lines. Competes in the same UK specialty retail and DTC channels as Pooch & Mutt with similar functional nutrition messaging.
- Harringtons: UK natural pet food brand offering affordable natural dog food. Sits adjacent in the UK natural pet food segment, distributing through grocery multiples where Pooch & Mutt's premium positioning competes on differentiation rather than price.
- Burns Pet Food: UK natural pet food brand founded by veterinary surgeon John Burns. Competes in the UK natural/functional pet food segment with similar health-focused product positioning and independent retail distribution.
- Forthglade: UK natural pet food brand specializing in wet food and natural ingredients. Direct overlap with Pooch & Mutt's natural, health-focused positioning in the UK premium pet food category.
Emerging players
- Naturo Pet Foods: UK natural pet food brand with grain-free and holistic positioning. Smaller-scale competitor in the UK natural pet food niche with overlapping health-conscious consumer targeting.
- Nutriment: UK raw and fresh pet food specialist offering BARF-style diets. Adjacent competitor targeting health-focused pet owners, with overlap in the fresh/protein-forward category where Pooch & Mutt has its Fresh range.
Broad incumbents
- Mars Petcare: Global pet food conglomerate owning Pedigree, Royal Canin, and Whiskas. Largest incumbent in the UK pet food market, competing broadly with Pooch & Mutt's premium positioning through mass-market scale and veterinary channel relationships.
- Nestlé Purina: Global pet food giant and owner of brands like Pro Plan and Bakers. Competes with Pooch & Mutt across UK grocery, pet specialty, and increasingly in functional/premium segments where the challenger is positioned.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Pooch and Mutt social profiles
Digital presencePooch and Mutt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pooch and Mutt leadership team
Management profileNumber of profiles
Profiles7 records
Pooch and Mutt subsidiaries and ownership
Company hierarchySubsidiaries1 record
Pooch and Mutt funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pooch and Mutt M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pooch and Mutt
What does Pooch and Mutt do?
Pooch and Mutt manufactures and sells premium, health-focused dog food (dry and wet), supplements, treats, dental products, and an at-home Gut Health Test Kit across five product ranges (Wellbeing, Superfoods, Veterinary, Primal, Fresh). Products are sold primarily direct-to-consumer via the company's own e-commerce site with a Subscribe & Save subscription model, with additional distribution through UK pet trade wholesalers (Pedigree, Vital, Bestpets) to independent retailers.
Is Pooch and Mutt a public or private company?
Pooch and Mutt is a private company. It is classified as corporate owned and is currently operating.
When was Pooch and Mutt founded?
Pooch and Mutt was founded in 2007. It employs 11 to 50 people.
Where is Pooch and Mutt based?
Pooch and Mutt is headquartered in London, United Kingdom, in the Europe region.
How does Pooch and Mutt make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save) and wholesale/Trade Sales.
Who are Pooch and Mutt's main competitors?
Direct peers on record are Lily's Kitchen, Butternut Box, Barking Heads, Harringtons, Burns Pet Food and Forthglade. Emerging players are Naturo Pet Foods and Nutriment. Broad incumbents are Mars Petcare and Nestlé Purina.
Does Pooch and Mutt have an API?
No public API is recorded for Pooch and Mutt.
What industry is Pooch and Mutt in?
Pooch and Mutt's product category is Premium Dog Food. Its primary akta.pro industry code is CRADAFAF, Functional & Veterinary Diet Pet Food, with a secondary code of HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species). Its NAICS code is 311111 and its SIC code is 2000.