DIBO

What DIBO does

DIBO (legally Totally Natural Ltd, company number SC624119) is a UK raw and fresh dog food manufacturer founded in 1994 in Mauchline, Ayrshire, Scotland, and historically the first company in Scotland to manufacture raw pet food. The company operates from a DEFRA-licensed production site at Barskimming Road, The Old Creamery, producing 100% natural raw and gently cooked products with no artificial colourings, flavours or preservatives. Its portfolio spans five primary lines: Freeflow Meat (raw mince in 100% Meat, Meat & Bone, and 80/10/10 formulations across Beef, Chicken, Duck, Goose, Lamb, Pork, Rabbit, Salmon, Tripe, Turkey, and Venison), Freeflow Menu (complete raw meals enriched with fruit and vegetables), Raw Chubbs (single-protein chubb format), Fresh Menu (gently cooked fresh blocks in Beef, Chicken, Lamb, Salmon for sensitive-stomach dogs), and DIBO Finest (premium raw minces and chunks featuring novel proteins such as Alpaca, Muntjac, Goat, Boar, Horse, and British Hare). Supporting digital tools include a Raw Food Feeding Calculator and a Store Locator for retail partners.

Revenue is generated through a dual-channel go-to-market model. The primary channel is direct-to-consumer e-commerce on a Shopify storefront at dibodog.com, offering home delivery across the UK with cold-chain requirements for frozen product. The secondary channel is wholesale supply to a growing UK network of independent pet retailers, recruited via an active 'Become a retailer' inquiry process and surfaced to consumers through the store locator. Marketing relies on owned website content, organic social across Facebook/Instagram/Pinterest/Twitter/YouTube/TikTok, and Klaviyo-powered email and abandoned-cart messaging, with Meta pixels supporting targeted advertising. Pricing is not publicly disclosed on the site.

In 2024 DIBO was acquired by The Nutriment Company (formerly Voff), Europe's leading provider of natural premium pet food with headquarters in Stockholm and Düsseldorf; in 2025 the brand was relaunched under the DIBO name while the operating entity retained its legal name. The company currently presents a small, heritage-led team (Billy and Campbell named publicly) and operates exclusively in the UK market.

Name

DIBO

Legal name

Totally Natural Ltd

Website

https://dibodog.com

Company type

Private

Founded year

1994

Operating status

Operating

Short description

DIBO is a Scotland-based raw and fresh dog food manufacturer (founded 1994) serving UK pet owners and independent retailers via DTC e-commerce and wholesale, with a portfolio spanning freeflow raw mince, cooked Fresh Menu blocks, and DIBO Finest novel-protein lines.

Ownership category

akta.pro rank

Product category

Raw Dog Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD)

akta.pro secondary industry

Raw & Fresh Pet Food (Refrigerated/Frozen) (AFADAFAE)

Keywords

• Raw dog food
• Natural pet food
• Frozen dog food
• Raw meat meals
• Premium dog food

Headquarters

HQ city

Mauchline

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: DIBO generates revenue through direct sales of raw dog food products via their e-commerce website. Products are sold as one-time purchases with frozen raw food requiring cold-chain delivery.
2. Retail Distribution: Products are distributed through a network of independent pet retailers across the UK, with DIBO supplying wholesale products to stockists.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

DIBO manufactures and sells natural raw and gently cooked dog food products, including its signature Freeflow mince line (pure meat and complete meals with vegetables), Raw Chubbs, Fresh Menu cooked blocks for sensitive stomachs, and the DIBO Finest premium range featuring novel proteins such as alpaca, muntjac, goat, boar, horse, and British hare. Products are sold direct-to-consumer via the dibodog.com Shopify store and distributed wholesale through independent pet retailers across the United Kingdom.

Product overview

DIBO is a raw and fresh dog food company offering a comprehensive portfolio of naturally nutritious products. The core offerings include: (1) Freeflow Meat and Freeflow Menu product lines featuring high-quality raw meat in convenient freeflow mince format, available in diverse protein sources (Beef, Chicken, Duck, Goose, Lamb, Pork, Rabbit, Salmon, Tripe, Turkey, Venison) and compositions (100% Meat, Meat & Bone, 80/10/10, With Vegetables); (2) Fresh Menu — gently cooked fresh food blocks in Beef, Chicken, Lamb, and Salmon varieties designed for dogs with sensitive stomachs; (3) Raw Chubbs — raw meat in chubb format; (4) DIBO Finest — premium sub-brand featuring exotic proteins including Alpaca, Muntjac, Goat, Boar, Horse, and British Hare. Supporting tools include a Raw Food Feeding Calculator and Store Locator. Founded over 30 years ago as Scotland's first raw pet food manufacturer, DIBO joined The Nutriment Company in 2024 and rebranded to DIBO in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• DIBO Finest: Premium raw minces and chunks using highest-quality fresh ingredients, including novel proteins like alpaca, muntjac, goat, and exotic game meats.
• Fresh Menu
• Freeflow
• Chubbs

Products and services

• Freeflow Meat High-quality raw meat portioned as a convenient freeflow mince, available in 100% Meat, 100% Meat & Bone, and 80/10/10 varieties across proteins including Beef, Chicken, Duck, Goose, Lamb, Pork, Rabbit, Salmon, Tripe, Turkey, and Venison. Designed as a complementary raw meal that is easy to portion, defrost and serve for dog owners choosing natural feeding.
• Freeflow Menu Complete raw meals enriched with vegetables, served as a freeflow mince, including recipes such as Surf n Turf, Pork Dinner, Haggis Neeps & Tatties, Fish Supper, Chicken Dinner, and 3 Bird Roast. Grain-free, complementary raw meal option for dog owners wanting vegetable-enriched raw feeding.
• Raw Chubbs Raw meat products portioned in a convenient chubb-format tube, available in Single Protein and 80/10/10 varieties with proteins including Beef, Chicken, Duck, Fish, Lamb, Liver, Rabbit, Salmon, Tripe, and Turkey. Targeted at dog owners wanting pre-portioned raw servings.
• Fresh Menu Gently cooked fresh dog food made with high-quality meat and fresh vegetables, cooked into convenient blocks. Available in Beef, Chicken, Lamb, and Salmon varieties. Vitamin-rich, easy to digest, and targeted at dogs with sensitive stomachs where raw feeding is not suitable.
• DIBO Finest Premium raw sub-brand featuring exotic and novel proteins including Alpaca, Muntjac deer, Goat, Boar, Horse, and British Hare, offered as raw minces and raw chunks. Made with highest-quality fresh ingredients for dog owners seeking differentiated, premium raw feeding options.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Poppy's Picnic: UK raw dog food brand offering raw complete meals, meaty meals, and treats via DTC subscription and independent retailers. Closely comparable to DIBO on product format, target segment, and UK geographic focus, with a similar emphasis on natural ingredients and freeflow/minced styles.
• Natural Instinct: UK-based raw pet food manufacturer offering a similar range of raw meat, complete meals, and working dog formulas. Most directly comparable to DIBO on raw dog food positioning, channel mix (DTC + UK independents), and target customer base of natural/raw-feeding dog owners.
• Natures Menu: One of the UK's largest raw and natural pet food brands, offering raw, cooked, and complete meals for dogs and cats. Comparable to DIBO on raw feeding philosophy, multi-format product range, and UK retail distribution, but with broader species coverage and greater scale.
• Paleo Ridge: UK raw pet food brand specializing in natural, pasture-fed raw dog food with a focus on ingredient sourcing quality. Comparable to DIBO on raw feeding philosophy, UK market focus, and emphasis on premium/natural positioning.
• Benyfit Natural: UK raw dog food producer selling complete raw meals and bones via DTC and stockists. Directly comparable to DIBO on raw feeding positioning, minced/complete meal format, and UK independent pet retailer channel.
• Honey's Real Dog Food: UK-based raw and natural dog food brand offering complete raw meals and treats. Comparable to DIBO on raw feeding positioning, DTC-led distribution, and UK customer base.

Broad incumbents

• Barking Heads: UK premium natural dry and wet dog food brand sold through grocery and specialty channels. Comparable to DIBO on natural/premium positioning within UK dog food, but operates at broader scale with ambient formats.
• Forthglade: UK natural pet food brand offering wet food, cold-pressed dry food, and treats for dogs and cats. Comparable to DIBO on natural ingredients and premium positioning, with broader ambient format distribution across UK grocery.
• Lily's Kitchen: Established UK premium natural pet food brand offering dry, wet, and treat ranges for dogs and cats. Comparable to DIBO on premium natural positioning in UK pet food, but with broader species coverage, ambient (non-frozen) formats, and much larger national distribution.

Emerging players

• Butternut Box: UK fresh-cooked dog food brand selling portioned, gently cooked meals via DTC subscription. Comparable to DIBO on premium natural positioning and DTC-first model, but competes via cooked (not raw) format, targeting similar humanization-driven dog owners.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 DIBO