YuMOVE
YuMOVE is a UK direct-to-consumer pet supplement brand (operated by Lintbells Limited) selling scientifically formulated joint, digestive, dental, calming and skin & coat supplements for dogs, cats and horses, primarily through its own e-commerce subscription website.
- Company typePrivate
- Founded2009
- HeadquartersStevenage, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What YuMOVE does
YuMOVE is a UK-based direct-to-consumer pet supplement brand operated by Lintbells Limited, founded around 2006–2009 and headquartered in Stevenage. The company develops and sells scientifically formulated supplements for dogs, cats, and horses across five core health categories: joint support, digestive care, dental care, calming, and skin & coat. The product range spans 30+ SKUs in multiple formats (tablets, bites, chews, powder, paste, sticks) and is differentiated by proprietary ingredient complexes including ActivEase Green Lipped Mussel (an Omega-3 blend for joint care), ActivBio Prebiotic Complex, and the Triple Biotic Technology (pre, pro and postbiotic) used in the digestive range. The portfolio is tiered by life stage (Young, Adult, Senior) and strength level (standard, PLUS, PLUS Max Strength), with the PLUS Max formulation delivering 50% more strength than standard PLUS per in vitro analysis.
The brand holds the UK No.1 position in the pet supplements category by NielsenIQ-measured retail sales and is the UK's No.1 vet-recommended joint supplement brand per Kynetec VetTrak (July 2025), with 84% of UK vets having recommended the brand in the prior 12 months. YuMOVE's go-to-market is predominantly direct-to-consumer e-commerce via its Shopify-powered website (yumove.co.uk, plus us.yumove.com for the US), with a Subscribe & Save subscription programme offering 50% off the first two months and ongoing discounts, plus a YuMOVE Rewards loyalty programme and free PawSquad 24/7 vet access for subscribers. The company recently extended into human joint supplements and into the US market via a strategic "YuMOVE | Vetnique" co-branded partnership. It is B Corp certified and supports over 2 million dogs annually, with 86% of pet owners reporting a positive difference after using the products.
YuMOVE firmographics
Firmographics- Name
- YuMOVE
- Legal name
- Lintbells Limited
- Website
- https://yumove.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- YuMOVE is a UK direct-to-consumer pet supplement brand (operated by Lintbells Limited) selling scientifically formulated joint, digestive, dental, calming and skin & coat supplements for dogs, cats and horses, primarily through its own e-commerce subscription website.
- Ownership category
- akta.pro rank
YuMOVE industry classification
Industry- Product category
- Pet Supplements
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (459910)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Calming & Behavioral Support Supplements (HLAMALAD), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where YuMOVE is headquartered
LocationHeadquarters
- HQ city
- Stevenage
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
YuMOVE 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
Revenue model
- Direct Product Sales: YuMOVE generates revenue through direct e-commerce sales of pet supplements via their website. Products are sold as one-time purchases or through subscription. Product categories include joint supplements, digestive support, dental care, calming, skin & coat, and multivitamins for dogs, cats, and horses. Pricing ranges from budget to premium tiers with various formats (tablets, bites, powder, sticks).
- Subscription (Subscribe & Save): YuMOVE offers a Subscribe & Save programme providing recurring revenue. Subscribers receive 50% off their first two months, 20% ongoing discount (or 40% with multi-subscription), plus YuMOVE Rewards points and free PawSquad 24/7 vet access. The subscription model drives predictable recurring revenue and customer retention.
- YuMOVE Rewards Programme: Loyalty programme where customers earn points (1 point per £1 spent) that can be redeemed for discounts on future purchases. Points can also be earned through social media follows, completing pet profiles, and referring friends (125 points per referral).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscribe & Save - Recurring subscription with highest discounts |
| One time/ perpetual license | Pay-as-you-go | One-time purchase at standard pricing |
| Transaction based/ take rate | Pay-as-you-go | Sitewide Sale - Limited time promotional pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
YuMOVE product offering
Product offeringCore offering
YuMOVE manufactures and sells scientifically formulated nutritional supplements for pets (dogs, cats and horses) covering joint care, digestive health, dental care, calming, skin and coat, and multivitamins. Products are sold direct-to-consumer via the brand's own Shopify-powered e-commerce websites (yumove.co.uk for UK and us.yumove.com for US) with one-time purchase and Subscribe & Save subscription options. The brand also operates a rewards/loyalty programme and offers bundled product packs.
Product overview
YuMOVE is the UK's No.1 pet supplement brand offering a comprehensive range of scientifically formulated supplements for dogs, cats, and horses. The product portfolio centers on joint support as the core offering, with products for different life stages (Young Dogs from 8 weeks, Adult Dogs 2-7 years, Senior Dogs 7+ years) and varying strength levels (standard, PLUS, PLUS Max Strength). Beyond joint health, YuMOVE provides complementary product lines including Digestive Support (probiotics, prebiotics, postbiotics, fibre, and rapid digestive aids), Dental Support (dental sticks and powder), Calming Support for anxiety and stress, and Skin & Coat Support. Products are available in multiple formats including tablets, capsules, bites, chews, powder, paste, and sticks. The company also offers a loyalty programme (YuMOVE Rewards), subscription options with discounts, and a 6-week money back guarantee. The brand is vet-recommended and backed by over 15 years of scientific research.
Differentiator
Problem solved
Functional benefit
Products and services
- YuMOVE Joint Support for Young Dogs Tablet-format joint supplement formulated for young and growing dogs from 8 weeks old to support active and developing joints.
- YuMOVE Joint Support for Adult Dogs Original triple-action formula designed to support joint health, mobility and comfort in adult dogs aged 2-7 years.
- YuMOVE Joint Support PLUS for Dogs High-strength joint supplement providing enhanced mobility and comfort support for active adult and older dogs with stiffer joints.
- YuMOVE Joint Support PLUS Max Strength for Dogs Strongest PLUS formula delivering 50% more strength than standard YuMOVE Joint Support PLUS, designed for dogs with stiffer joints who may need extra support; contains 20% more N-Acetyl-D-Glucosamine and 20% more Hyaluronic Acid.
- YuMOVE Joint Support Working Dog Joint supplement formulated for working dogs with high activity levels.
- YuMOVE Joint Support for Adult Cats Tablet-format joint supplement for adult cats supporting mobility and joint comfort.
- YuMOVE Joint Support PLUS for Cats Enhanced joint supplement for cats requiring higher strength joint support.
- YuMOVE Digestive Support Pre, Pro & Postbiotic Bites Advanced triple-biotic daily chews supporting gut health, immunity and stool quality via prebiotics, probiotics, postbiotics and beta-glucans.
- YuMOVE Digestive Support Pre & Probiotic for Dogs Daily tablet supplement combining prebiotics and probiotics to support gut balance and stool consistency in dogs.
- YuMOVE Digestive Support Probiotic & Fibre for Dogs High-fibre daily food topper supporting stool consistency, digestive health and natural anal gland emptying in dogs.
- YuMOVE Digestive Support Rapid Paste for Dogs & Cats Fast-acting paste with ingredients designed to firm sudden loose stools and support digestive recovery in dogs and cats.
- YuMOVE Digestive Support Anal Gland Health Bites for Dogs Daily bites supporting anal gland function and helping reduce scooting by firming stools in dogs.
- YuMOVE Dental Support Advanced Dental Sticks Dental sticks for dogs engineered to cut bad breath by more than half in 4 weeks and help reduce plaque and tartar buildup.
- YuMOVE Dental Support Daily Dental Sticks Daily dental sticks for dogs that freshen breath and help reduce plaque buildup.
- YuMOVE Dental Support Dental Powder for Dogs & Cats Daily dental powder mixed with food to support oral hygiene in dogs and cats.
- YuMOVE Calming Support for Dogs Calming supplement with scientifically backed ingredients designed to reduce stress, ease anxiety and encourage calm behaviour in dogs.
- YuCALM Cat Calming Support Calming supplement for cats formulated to reduce stress and anxiety.
- YuM MEGA MultiVits for Dogs Multivitamin supplements for dogs supporting overall health and wellbeing across different life stages.
- YuMOVE Skin & Coat Support for Dogs Supplement for dogs supporting skin health and coat condition, including products targeting itching and moulting.
- YuMOVE Skin & Coat Support for Cats Supplement for cats supporting skin health and coat condition, including moulting support.
- YuMOVE Joint Support Daily Bites for Adult Dogs Soft bite-format daily joint support for adult dogs, offering an alternative to tablet dosing.
- YuMOVE Joint Support Daily Bites for Senior Dogs Soft bite-format daily joint support for senior dogs.
- YuMOVE Joint Support Daily Bites for Young Dogs Soft bite-format daily joint support for young and active dogs to support growing joints.
- YuMOVE Joint Support One-A-Day Bites for Adult Dogs Convenient once-daily bite-format joint support for adult dogs.
- YuMOVE Joint Support PLUS One-A-Day Bites High-strength once-daily bite-format joint support for dogs requiring enhanced mobility support.
- YuMOVE Joint Support PLUS Max One-A-Day Bites Maximum strength once-daily bite-format joint support for dogs with stiff joints requiring extra support.
- YuMOVE Dog and Me Bundle Joint supplement bundle combining YuMOVE dog supplements with YuMOVE human joint care products.
- YuMOVE Dog & Cat Bundle Bundle of supplements for multi-pet households with both dogs and cats.
- YuMOVE Senior Dog Bundle Bundle of supplements tailored for senior dogs.
- YuMOVE Digestive Bundle Bundle of pre & probiotic tablets plus fast-acting paste for dogs with digestive issues.
Quantifiable outcome
- 86% of pet owners saw a positive difference after starting YuMOVE
- +5 more outcomes
Companies that use YuMOVE
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
YuMOVE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
YuMOVE partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- PawSquadcorePawSquad provides FREE 24/7 access to a UK vet for YuMOVE Subscribe & Save subscribers. This partnership enhances the subscription value proposition by adding veterinary support services, differentiating YuMOVE from competitors and increasing subscriber retention.
- VetniquecoreYuMOVE is partnered with Vetnique (labelled as 'YuMOVE | Vetnique' in footer). Vetnique is a veterinary health company, suggesting a strategic partnership in pet health product development and distribution.
- Lintbells LimitedcoreLintbells Limited is the parent/operating company behind YuMOVE. Copyright notices state '© 2026. LINTBELLS LIMITED. ALL RIGHTS RESERVED.'
- Royal MailminorYuMOVE uses Royal Mail 48 Hour Tracked for delivery services across UK mainland, Northern Ireland, and Isle of Man. Delivery is free for all parcels.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
YuMOVE competitors and assessment
Company assessmentDirect peers
- Vetnique Labs: DTC pet supplement brand offering joint, digestive, skin/coat and calming supplements; already a strategic partner to YuMOVE (labelled 'YuMOVE | Vetnique'). Closest direct functional competitor and joint-venture counterparty in the pet nutraceutical space.
- Nutramax Laboratories: Veterinary nutraceutical company behind Cosequin and Dasuquin joint supplements for cats and dogs. Directly comparable as a vet-recommended joint and connective-tissue supplement brand operating in the same supplement categories YuMOVE competes in.
- NaturVet: Long-established US pet supplement manufacturer offering joint, calming, digestive, dental and skin & coat products. Comparable as a multi-category pet supplement peer with both retail and online distribution.
- Pet Honesty: DTC pet supplement brand covering joint, digestive, dental, calming and skin & coat products. Comparable multi-category, direct-to-consumer pet supplement model targeting similar dog/cat owner segments.
- Zesty Paws: Fast-growing US DTC pet supplement brand across joint, skin, digestive and multivitamin SKUs. Closely comparable in DTC-led, multi-category pet supplement model and subscription-driven commerce approach.
Broad incumbents
- Hill's Pet Nutrition: Colgate-Palmolive-owned veterinary pet nutrition company offering mobility/j/d, digestive and dental lines. Broader incumbent with veterinary-channel reach, comparable on condition-specific pet health positioning.
- Tomlyn (Vetoquinol): Veterinary nutraceutical brand owned by Vetoquinol, a global animal-health company. Operates across pet supplement categories similar to YuMOVE but within a wider animal-health portfolio and broader veterinary distribution.
- Purina Pro Plan Veterinary Diets (Nestlé): Nestlé's veterinary pet nutrition line with mobility, digestive and calming products. Overlaps YuMOVE's joint and digestive categories but as part of a much broader pet-food and treats portfolio reaching the veterinary channel.
Regional players
- Wild Nutrition: UK-based DTC supplement brand (human-focused) operating similar vitamin/nutraceutical play and DTC expertise. Comparable on UK DTC mechanics and supplement positioning but serving human rather than pet health.
Emerging players
- Open Farm: Premium DTC pet nutrition brand with growing supplement presence. Comparable on premium, transparency-led, direct-to-consumer positioning but focused on fresh food rather than nutraceuticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
YuMOVE social profiles
Digital presenceYuMOVE compliance and trust
Trust signalCompliance1 record
YuMOVE financial estimates
Financial estimateRevenue estimate
Valuation estimate
YuMOVE leadership team
Management profileNumber of profiles
Profiles3 records
YuMOVE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
YuMOVE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about YuMOVE
What does YuMOVE do?
YuMOVE manufactures and sells scientifically formulated nutritional supplements for pets (dogs, cats and horses) covering joint care, digestive health, dental care, calming, skin and coat, and multivitamins. Products are sold direct-to-consumer via the brand's own Shopify-powered e-commerce websites (yumove.co.uk for UK and us.yumove.com for US) with one-time purchase and Subscribe & Save subscription options. The brand also operates a rewards/loyalty programme and offers bundled product packs.
Is YuMOVE a public or private company?
YuMOVE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was YuMOVE founded?
YuMOVE was founded in 2009. It employs 101 to 250 people.
Where is YuMOVE based?
YuMOVE is headquartered in Stevenage, United Kingdom, in the Europe region.
How does YuMOVE make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Subscribe & Save) and yuMOVE Rewards Programme.
Who are YuMOVE's main competitors?
Direct peers on record are Vetnique Labs, Nutramax Laboratories, NaturVet, Pet Honesty and Zesty Paws. Broad incumbents are Hill's Pet Nutrition, Tomlyn (Vetoquinol) and Purina Pro Plan Veterinary Diets (Nestlé). Wild Nutrition is listed as a regional player. Open Farm is listed as an emerging player.
Does YuMOVE have an API?
No public API is recorded for YuMOVE.
What industry is YuMOVE in?
YuMOVE's product category is Pet Supplements. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMALAD, Calming & Behavioral Support Supplements. Its NAICS code is 311111.