The Innocent Hound
The Innocent Hound is a UK-based DTC pet food brand selling premium air-dried dog and cat food via Shopify, serving health-conscious British pet owners with British-sourced recipes and a subscription model.
- Company typePrivate
- Founded2013
- HeadquartersWetherby, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Innocent Hound does
The Innocent Hound is a UK-based direct-to-consumer pet food brand founded in 2013 by co-founders Chloe and Justin, headquartered in Wetherby, Yorkshire, and operating under the legal entity The Innocent Pet Care Company Limited. The company designs and sells premium air-dried dog food built on a proprietary 5-day gentle air-drying process at low temperatures, which preserves nutrients and yields a semi-moist texture with an 8-week post-opening shelf life and room-temperature storage. Core recipes contain 70-85% British meat, with 200g of raw input reduced to 100g finished product. The portfolio spans main diets, training treats, a functional health range, antlers, toys, and accessories, plus a cat line branded 'The Innocent Cat' and a sustainability sub-brand 'Innocent Earth'.
The business is run on a DTC e-commerce model via Shopify, with prices ranging from £2.50 for treats to £50 for top-end packs, and main food products priced at £32-£42 per 1.5kg. A subscription offering provides a 15% discount and free delivery on orders over £40 to Mainland UK, which is the sole served geography. Customers are health-conscious UK dog owners willing to pay a premium for British-sourced, gently processed nutrition, including those whose pets have dietary sensitivities. In January 2025 the company transitioned its primary packaging from 3kg single bags to individual 1.5kg packs, and a 'Becoming a Stockist' page signals intent to extend into selective B2B retail distribution. The company is bootstrapped with 8 employees and no disclosed external funding.
The Innocent Hound firmographics
Firmographics- Name
- The Innocent Hound
- Legal name
- The Innocent Pet Care Company Limited
- Website
- https://theinnocenthound.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Innocent Hound is a UK-based DTC pet food brand selling premium air-dried dog and cat food via Shopify, serving health-conscious British pet owners with British-sourced recipes and a subscription model.
- Ownership category
- akta.pro rank
The Innocent Hound industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Freeze-Dried & Dehydrated Pet Food (AFADAFAD)
- akta.pro secondary industry
- Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)
Keywords
Where The Innocent Hound is headquartered
LocationHeadquarters
- HQ city
- Wetherby
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
The Innocent Hound business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales of air-dried dog food, treats, and cat products through their Shopify online store. Products include complete air-dried foods (1.5kg packs at £32-42), training treats, functional health treats, toys and accessories.
- Subscription/Recurring Orders: Subscribe and Save model offering 15% discount on regular deliveries with flexible frequency options (2 weeks to monthly). Provides predictable recurring revenue and customer loyalty.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium Air-Dried Dog Food - £32.00-£42.00 per 1.5kg |
| Subscription | Monthly | Subscription Model - 15% Discount |
| Unit Pricing | Pay-as-you-go | Treats and Accessories - £2.50-£50.00 |
| Unit Pricing | Pay-as-you-go | Sample Packs - £5.00-£15.00 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
The Innocent Hound product offering
Product offeringCore offering
The Innocent Hound manufactures and sells premium air-dried dog food, cat food, and treats directly to consumers through its own Shopify e-commerce store. Using a proprietary in-house air-drying process that gently dries ingredients at low temperatures for up to 5 days, the company produces semi-moist, grain-free, hypoallergenic pet food with British-sourced meats. Products include complete air-dried foods, training treats, functional health treats, low-fat treats, antler chews, and dog accessories, sold via one-time purchases or a subscription model with 15% off recurring orders.
Differentiator
Problem solved
Functional benefit
Brands
- The Innocent Cat: Air-dried cat food and treats product line featuring British duck & venison and wild salmon & tuna recipes.
- Innocent Earth
Products and services
- Air-Dried Complete Dog Food (70% Original Recipes) Premium air-dried complete dog food containing 70% British meat content, available in recipes such as British Lamb Casserole, British Beef Stew, Wild Salmon Fishcakes, Gourmet British Duck, Gourmet Chicken Hotpot, and Finest Pulled Pork. Produced using a proprietary air-drying process at low temperatures for up to 5 days, designed for dog owners seeking convenient, nutritionally dense, grain-free complete nutrition.
- From The British Countryside Range Premium tier air-dried dog food with 85% British meat content, positioned as the company's flagship range using 200g of raw ingredients per 100g of finished product. Designed for dog owners seeking maximum meat content and British-sourced premium ingredients.
- Healthy Dog Treats Range of grain-free, hypoallergenic dog treats made with British meat, including sliced venison sausages and other healthy treat options. Targeted at health-conscious dog owners seeking natural treats without artificial additives.
- Training Treats High-value, nutritious training treats designed for dog trainers and owners needing small, palatable, healthy treats that can be used frequently during training without causing digestive issues.
- Low Fat Dog Treats Treat options under 4% fat content designed for dogs with pancreatitis, weight management needs, or those requiring low-fat, low-calorie alternatives. Includes tuna and crab reward treats.
- Fine Health Range (Functional Treats) Functional health treats providing targeted nutritional support including Joint Support, Skin & Coat Support, and Dental Support formulations. Designed for dog owners seeking functional health benefits from treat-format products.
- British Deer Antler Chews 100% natural, long-lasting British deer antler chews sourced from the Scottish highlands, designed for dogs as natural dental chews.
- The Innocent Cat (Air-Dried Cat Food and Treats) Dedicated sub-brand offering premium air-dried cat food and treats featuring British duck & venison and wild salmon & tuna recipes. Targeted at cat owners seeking premium protein sources, grain-free options, and convenient storage.
- Dog Toys & Accessories Range of dog accessories including plastic-free rope toys, antler rope toys, luxury leather treat pouches, and Human & Hound gift boxes. Complementary products to the food and treat range.
- Gift Ideas Curated gift sets and boxes combining treats, chews, and accessories for dog and cat owners, designed as present-ready purchases.
- Simply Innocent Treats Natural treat range positioned within the Innocent Hound product family, offering simple, natural treat options for dogs.
- Subscribe and Save Subscription Service Recurring delivery subscription service offering 15% discount on regular product orders with flexible delivery frequency options (2 weeks, 3 weeks, 4 weeks, 5 weeks, 6 weeks, 7 weeks, 8 weeks, or monthly). Available across all products.
Quantifiable outcome
- 200g raw ingredients per 100g finished food
- +4 more outcomes
Companies that use The Innocent Hound
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
The Innocent Hound technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Innocent Hound partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights4 records
The Innocent Hound competitors and assessment
Company assessmentDirect peers
- K9 Natural: New Zealand premium raw and freeze-dried dog food brand with strong UK and international presence. Directly comparable as a premium raw-format pet food peer targeting owners seeking high-meat, natural, minimally processed diets.
- Canagan: UK-based premium pet food brand focused on grain-free, high-meat-content recipes marketed as closer-to-natural. Directly comparable to The Innocent Hound as a UK-headquartered premium pet food competitor targeting similar health-conscious dog and cat owners.
- Primal Pet Foods: US-based manufacturer of freeze-dried and frozen raw dog and cat foods. Operates in the same minimally processed, high-meat-content premium category as The Innocent Hound and competes for similar health-driven consumers.
- Aatu: UK premium dog food brand with high-meat-content, grain-free recipes including air-dried and baked product lines. Closely comparable to The Innocent Hound in product format, UK market focus, and premium positioning.
- Stella & Chewy's: US-based premium pet food brand specializing in freeze-dried raw and frozen raw diets for dogs and cats. Comparable as a direct premium raw-format competitor serving similar health-conscious pet owners with high-meat-content, minimally processed products.
- ZIWI Peak: New Zealand-based premium pet food brand built around air-dried recipes (Peak air-dried and Provenance ranges). It is the closest direct analogue to The Innocent Hound in technology (low-temperature air-drying), premium positioning, and DTC-plus-retail distribution, competing for the same health-conscious dog and cat owner segment.
Emerging players
- Applaws: Premium natural pet food brand (owned by MPM Products, also behind Carnilove) offering high-meat wet, dry, and treat formats. Comparable to The Innocent Hound as a premium-positioned competitor with overlap in natural/grain-free formulations, though operating at broader scale and with different processing formats.
Broad incumbents
- Butcher's Pet Care: UK heritage pet food manufacturer producing a wide range of dog and cat foods including natural and Classic recipes. Comparable as a larger, established UK pet food incumbent with broad grocery distribution and broader portfolio than The Innocent Hound.
- Barking Heads: UK premium pet food brand offering natural, grain-free recipes with broad grocery and specialty retail distribution. Comparable as a larger UK-headquartered premium incumbent competing for the same conscious-consumer segment but with significantly wider distribution.
- Lily's Kitchen: UK-founded premium natural pet food brand (now owned by Nestlé Purina) offering a broad range of wet, dry, and treats for dogs and cats. Comparable as a larger, well-established UK premium pet food player operating with much broader scale, distribution, and marketing reach than The Innocent Hound.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
The Innocent Hound social profiles
Digital presenceThe Innocent Hound financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Innocent Hound leadership team
Management profileNumber of profiles
Profiles2 records
The Innocent Hound funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Innocent Hound 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 The Innocent Hound
What does The Innocent Hound do?
The Innocent Hound manufactures and sells premium air-dried dog food, cat food, and treats directly to consumers through its own Shopify e-commerce store. Using a proprietary in-house air-drying process that gently dries ingredients at low temperatures for up to 5 days, the company produces semi-moist, grain-free, hypoallergenic pet food with British-sourced meats. Products include complete air-dried foods, training treats, functional health treats, low-fat treats, antler chews, and dog accessories, sold via one-time purchases or a subscription model with 15% off recurring orders.
Is The Innocent Hound a public or private company?
The Innocent Hound is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Innocent Hound founded?
The Innocent Hound was founded in 2013. It employs 1 to 10 people.
Where is The Innocent Hound based?
The Innocent Hound is headquartered in Wetherby, United Kingdom, in the Europe region.
How does The Innocent Hound make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription/Recurring Orders.
Who are The Innocent Hound's main competitors?
Direct peers on record are K9 Natural, Canagan, Primal Pet Foods, Aatu, Stella & Chewy's and ZIWI Peak. Applaws is listed as an emerging player. Broad incumbents are Butcher's Pet Care, Barking Heads and Lily's Kitchen.
Does The Innocent Hound have an API?
No public API is recorded for The Innocent Hound.
What industry is The Innocent Hound in?
The Innocent Hound's product category is Premium Pet Food. Its primary akta.pro industry code is AFADAFAD, Freeze-Dried & Dehydrated Pet Food, with a secondary code of CRADAFAD, Frozen & Raw Pet Food (incl. freeze-dried). Its NAICS code is 311111 and its SIC code is 2090.