Fish4dogs

What Fish4dogs does

Fish4Dogs (legal entity: fish4dogs ltd, subsidiary of Fish4Pets Ltd) is a UK-based pet food company founded in 2004 and headquartered in Rushock, Worcestershire. The company specialises in fish-based dog and cat food, using marine-sourced proteins — notably Norwegian salmon, white fish, sardine, cod and trout — as the sole animal protein across its product lines. Its formulations emphasise naturally occurring Omega-3 fatty acids, grain-free recipes using potato and pea carbohydrates, and hypoallergenic positioning targeted at pets with sensitivities to chicken, beef, lamb or pork.

The product portfolio is organised into three dog food tiers — Finest (premium complete dry food), Working Dog (value range with VAT exception), and Superior (enhanced formulas with krill, green-lipped mussel, spirulina and algae supplements) — supported by complete wet food, mousse/flake toppers, an award-winning Sea Jerky dental treat line, training treats, the Support+ functional treat range, and a Love high-value treat range. The Fish4Cats sub-brand offers 15-flavour wet cat food, and the company sells a Norwegian salmon oil supplement. Membership programmes (Puppy Club, Breeder Club) and the Subscribe and Save subscription service support customer retention.

The business operates a direct-to-consumer e-commerce model via fish4dogs.com (primary channel, with free UK shipping and international delivery), supplemented by independent pet shop distribution in the UK. Revenue is generated through one-time product purchases plus a recurring subscription layer, with pricing spanning from approximately £4.50 for treat SKUs to £80+ for bulk Working Dog bags. Customer base is entirely retail/individual pet owners, with 18,000+ verified reviews cited as social proof. Marketing is multi-channel: educational blog content, weekly 'Catch of the Week' email newsletter, social media across Instagram, Facebook, YouTube, LinkedIn and X (Twitter), and an annual Crufts event presence with charity partnerships.

Name

Fish4dogs

Legal name

fish4dogs ltd

Website

https://fish4dogs.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Fish4Dogs is a UK-based, fish-based pet food company (founded 2004) selling premium and value dog and cat food, treats and supplements direct-to-consumer online and through independent pet shops, serving pet owners seeking hypoallergenic, Omega-3-rich nutrition.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Gastrointestinal & Food Sensitivity/Hypoallergenic Diets (HLAMAHAM), Freeze-Dried & Dehydrated Pet Food (AFADAFAD)

Keywords

• Fish-based dog food
• Pet nutrition products
• Dog treats
• Cat wet food
• Omega-3 supplements

Headquarters

HQ city

Rushock

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, Infrastructure

Revenue model

1. Product Sales - Dry Dog Food: Sale of complete dry dog food products across Finest, Working Dog, and Superior ranges, including puppy, adult, senior, and breed-specific formulations. Sold in various pack sizes from 1.5kg to 12kg bags.
2. Product Sales - Wet Dog Food: Sale of wet complementary foods including mousses, flakes, and canned recipes in various flavours. Products like Salmon Mousse, Cod Mousse, Trout Mousse and complete wet foods are sold individually and in multipacks.
3. Product Sales - Dog Treats: Sale of fish-based treats including Sea Jerky dental treats, training treats, Support+ functional treats, Love high-value treats, and specialty items like dried sprats and squid bites.
4. Product Sales - Cat Food: Sale of wet cat food products under the Fish4Cats brand, available in 15 flavours.
5. Product Sales - Supplements: Sale of Salmon Oil supplements for dogs, made from Norwegian salmon, marketed for joint, skin and coat health.
6. Subscription Model: Subscribe and Save programme offering 10% discount on regular deliveries of favourite products, with automatic home delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Fish4Dogs manufactures and sells fish-based complete dry dog food, wet dog food, dog treats (dental, training, functional, high-value), puppy food and treats, Fish4Cats wet cat food, and Salmon Oil supplements for dogs and cats. All products use fish as the primary or sole animal protein source, with grain-free recipes and naturally high Omega-3 content targeting pets with sensitivities to common proteins such as chicken, beef, lamb and pork.

Product overview

Fish4Dogs is a pet food company specializing in fish-based dog and cat food products. The portfolio is organized around three main dog food tiers: Finest (premium complete dry food), Working Dog (value-oriented complete food), and Superior (enhanced formulas with advanced nutritional supplements). Supporting these are complementary products including wet food toppers (mousse, flakes, canned recipes), dental and training treats, functional Support+ treats, and the Love high-value treat range. The company also offers salmon oil supplements, a wet cat food range (Fish4Cats), and membership programs (Puppy Club, Breeder Club). All products feature fish as the primary protein source with grain-free recipes, naturally containing Omega-3 fatty acids for coat, skin, joint, and digestive health.

Differentiator

Problem solved

Functional benefit

Brands

• Fish4Cats: Wet cat food brand offering 15+ flavors of fish-based cat food products
• Finest
• Superior
• Working Dog
• Sea Jerky
• Support+
• Love
• Fish4Puppies
• Fish4Pets

Products and services

• Finest Dog Food Premium complete dry dog food range made with fish as the primary protein source, available in salmon, white fish, and sardine varieties, formulated with grain-free recipes using potato and pea carbohydrates.
• Working Dog Food Value-oriented complete dry food designed for active and working dogs, made with white fish and potato, with plain packaging and VAT exception for working dogs.
• Superior Dog Food Enhanced complete dry food range with select marine nutritional supplements including krill meal, green-lipped mussel, spirulina, and algae for advanced health support.
• Complete Wet Dog Food Grain-free wet complete meals made with 70% salmon or white fish, enriched with Omega-3, vitamins, and minerals, available in variety packs with vegetable combinations.
• Dog Food Toppers Complementary wet food range including mousse, flakes, and canned recipes in various fish flavours to add moisture, flavour, and nutrition to dry food meals.
• Finest Salmon Puppy Food

Quantifiable outcome

• Voted Best Treat 4 years running by Your Dog magazine readers for Sea Jerky dental treats
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Birmingham Dogs HomeminorOthers · 6 March 2024Official charity partner for Crufts 2024. Fish4Dogs team attended Birmingham Dogs Show stand to raise money through 'Spin 2 Win' and 'Sponsor a Kennel' activities. Charity receives donations and sells Fish4Dogs treats at the event.
• FISH4ACPcoreStrategic or Co-development PartnerFISH4ACP is an initiative supporting fisherfolk cooperatives in improving fisheries and aquaculture sectors. While primarily focused on human food fish, the partnership connects Fish4Dogs with sustainable sourcing networks and fisheries improvement projects that align with their commitment to responsible fish sourcing for pet food.
• Reviews.co.ukminorOthersThird-party review platform collecting and managing verified customer reviews for Fish4Dogs. Reviews are used internally for product improvement and displayed on external platforms for social proof.
• Pet Food Manufacturers' Association (PFMA)minorOthersFish4Dogs displays PFMA logo indicating membership in the pet food industry trade association, representing the company within the UK pet food sector.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Burns Pet Food: Wales-based natural pet food brand founded in 1993, focused on hypoallergenic, natural ingredient dog and cat food. Directly comparable UK niche-premium positioning to Fish4Dogs, with similar health-and-nutrition led branding.
• Symply Pet Food: UK premium hypoallergenic dog and cat food brand with sensitive digestion and skin ranges. Closely comparable target customer (sensitive-stomach dogs) and product architecture to Fish4Dogs.
• Forthglade: Devon-based natural wet dog food maker emphasizing natural ingredients and grain-free recipes. Comparable UK natural/functional positioning and overlap in complementary wet food and treat categories.
• Canagan: UK grain-free, high-meat pet food brand operating in the premium specialist segment. Directly comparable DTC-led UK premium dog food competitor with overlapping ingredient-quality and hypoallergenic messaging.
• Skinners Pet Foods: UK working dog food specialist offering value complete dry food with VAT exception for working dogs. Directly competes with Fish4Dogs' Working Dog range on price-positioned, active-dog nutrition.
• Pooch & Mutt: UK health-focused dog food and treat brand built around functional benefits (joint, skin, digestion). Comparable premium, function-led UK positioning with overlapping Support+ style messaging.
• Yarrah Organic Petfood: Dutch organic pet food brand with fish-based and chicken-based ranges, focused on natural and organic credentials. Comparable single-protein specialist positioning and overlapping ingredient philosophy.

Broad incumbents

• Lily's Kitchen: UK premium natural pet food brand (acquired by Nestlé Purina PetCare in 2020). Comparable natural-premium UK positioning but at materially larger scale and now backed by a global incumbent.
• Harringtons: UK mass-market natural pet food brand owned by Mars Petcare, widely distributed in grocery multiples. Comparable 'natural ingredients' positioning but at much larger scale and through mainstream retail.
• Orijen (Champion Petfoods): Global premium pet food brand with biologically appropriate, fresh regional ingredients including fish-first recipes. Comparable premium, protein-forward positioning but operating globally and across multiple proteins.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/fish4dogs
• YouTubeyoutube.com/fish4dogs
• Facebookfacebook.com/fish4dogs
• LinkedInlinkedin.com/company/fish4dogs
• Instagraminstagram.com/fish4dogs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Fish4dogs