What FETTLE PETS LTD does

Fettle Pets Ltd is a UK-based, bootstrapped direct-to-consumer company that manufactures and sells natural whole-food supplement powders for dogs and cats through a Shopify-powered e-commerce website. Founded in October 2023 by co-founders Alex and Taylor and registered as a private limited company in England & Wales (previously operating as Pooch & Whiskers), the company produces seven single-ingredient powder supplements — whole goat's milk, pumpkin, hand-harvested Scottish kelp seaweed, milk thistle, a proprietary joint support blend, nettle, and a calming formulation — alongside two pre-configured bundles (Gundog Bundle for active/working dogs, Wholefood Starter Bundle for new customers). Products are differentiated by 100% whole-food formulations with no fillers, additives, or artificial ingredients, developed in-house, and positioned at an average £0.67 per serving versus competitor pricing above £1.00.

The business operates primarily through direct-to-consumer e-commerce with a Subscribe & Save subscription model offering 15% recurring discounts, complemented by a UK physical stockist network with a dedicated trade portal and a brand ambassador program paying 20% commission on referrals. Pricing spans unit (£13.99–£39.99), multi-pack bundles (up to 15% off 4+ items), and recurring subscriptions (monthly to four-monthly cadences), with free delivery over £30. Marketing relies on an educational blog, organic social (Instagram, Facebook, Twitter), email/loyalty programs, and earned media placement (Forbes, Daily Mail, The Telegraph, BBC, Natural Health Magazine). The company serves health-conscious pet owners and active/working dog owners across the UK, with reported traction of 10,000+ customers for its Gundog Bundle and 500+ verified product reviews averaging 4.7/5.0.

Name

FETTLE PETS LTD

Legal name

Fettle Pets LTD

Website

https://fettlepets.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Fettle Pets Ltd is a UK-based direct-to-consumer company that manufactures and sells natural whole-food supplement powders for dogs and cats through its Shopify e-commerce site, targeting health-conscious pet owners and active/working dog owners.

Ownership category

akta.pro rank

Product category

Pet Nutrition Supplements

NAICS

Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

akta.pro secondary industries

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Natural pet supplements
• Wholefood pet nutrition
• Dog supplement powders
• Cat supplement powders
• Pet health products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through Shopify-powered website selling wholefood pet supplement powders. Both one-time purchase and subscription (Subscribe & Save at 15% discount) options available.
2. Bundle Sales: Pre-configured bundles (Gundog Bundle, Wholefood Starter Bundle) and build-your-own bundle option with tiered discounts (5% off 2 items, 10% off 3 items, 15% off 4+ items).
3. Ambassador Referrals: 20% commission on sales generated through ambassador referral codes, driving customer acquisition through community influencers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fettle Pets Ltd manufactures and sells natural, single-ingredient wholefood supplement powders for dogs and cats, including goat milk, pumpkin, kelp seaweed, milk thistle, nettle, joint support, and calming support formulations, plus curated bundles. Products are sold direct-to-consumer online via a Shopify storefront with subscription (Subscribe & Save) options and also distributed through UK physical stockists and an ambassador referral program.

Product overview

Fettle Pets Ltd offers a portfolio of natural wholefood supplement powders for dogs and cats, developed in the UK since 2022. The product line consists of seven core single-ingredient powder supplements (goat milk, pumpkin, kelp seaweed, milk thistle, joint support, nettle, and calming support) plus two curated bundles (Gundog Bundle for active dogs and Wholefood Starter Bundle for beginners). All products are 100% natural wholefood ingredients with no fillers, designed as food toppers or drinks to be mixed with meals. The company operates on a direct-to-consumer e-commerce model powered by Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Goats Milk Powder for Dogs & Cats 100% whole goat's milk powder for dogs and cats, supporting hydration, recovery, and sensitive stomachs; served as a drink or food topper.
• Pure Pumpkin Powder for Dogs & Cats 100% pure pumpkin pulp powder supporting gut health, firm stools, and healthy digestion in dogs and cats.
• Natural Kelp Seaweed Powder for Dogs & Cats 100% natural, hand-harvested Ascophyllum nodosum kelp seaweed from the Scottish Outer Hebrides, air-dried and coarsely milled to support dental hygiene, plaque reduction, fresh breath, and skin/coat health in dogs and cats.
• Ground Seed Milk Thistle Powder for Dogs & Cats 100% ground milk thistle seed powder, naturally rich in silymarin, supporting liver function and daily resilience in dogs and cats.
• Pure Joint Support for Dogs World's first pure joint support supplement combining green-lipped mussel, eggshell membrane, turmeric root, ginger root, and devil's claw to support joint health, flexibility, and mobility in dogs.
• Pure Natural Nettle Powder for Dogs & Cats 100% air-dried nettle (Urtica Diocia) powder, naturally rich in quercetin, supporting allergy relief, itch relief, and skin health in dogs and cats.
• Pure Gentle Calming Support Powder for Dogs Calming powder blend combining ashwagandha, valerian, lemon balm, passionflower, reishi mushroom, and whole goat milk for anxiety and stress relief in dogs.
• Gundog Bundle Pre-configured bundle combining Pure Joint Support and Whole Goats Milk Powder, designed for active working dogs requiring stamina, strength, and recovery support; priced at £49.99 (was £59.98).
• Wholefood Starter Bundle Three-bestseller bundle combining Natural Kelp Seaweed Powder, Whole Goats Milk Powder, and Pure Pumpkin Powder for comprehensive daily wellness support; priced at £39.99 (was £54.97).

Quantifiable outcome

• Average price per serving: £0.67 vs competitors at £1.00+
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store. Provides payment processing, checkout, analytics, and store infrastructure. Terms of service states 'Our store is hosted on Shopify Inc.'

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NaturVet: Established US pet supplement manufacturer with a wide portfolio of condition-specific soft chews and powders. Competes with Fettle in joint, calming, dental, and digestive categories but at broader retail scale.
• Vet's Best: Long-standing natural pet care brand offering dental, skin, calming, and wellness products. Comparable ingredient philosophy and broad condition coverage but distributed through mass retail.
• Stella & Chewy's: US raw and natural pet food brand expanding into supplements and toppers. Comparable ingredient philosophy and premium positioning with established national distribution.
• Lily's Kitchen: Major UK natural pet food brand offering meals, treats, and supplements. Comparable wholefood positioning and premium UK DTC/retail mix but operates at much broader scale.
• Forthglade: UK natural wet food and treat brand for dogs and cats. Overlaps on natural/wholefood positioning for UK pet owners but focuses on complete meals rather than supplements.

Emerging players

• The Anxious Pet: US DTC brand focused on anxiety and stress supplements for dogs. Comparable in subscription-led, condition-specific supplement GTM but narrower in category scope than Fettle.

Direct peers

• Native Pet: US-based DTC brand selling wholefood, single-ingredient supplements and toppers for dogs and cats. Most direct comparable to Fettle in product philosophy, target customer, and e-commerce-led GTM.
• Pooch & Mutt: UK health-focused dog food and supplement brand addressing joint, skin, digestion, and anxiety needs. Direct UK market peer with overlapping health-condition product positioning.
• PetHonesty: US DTC pet supplement brand selling condition-specific products (joint, dental, calming, skin). Direct peer in single-ingredient/functional supplement positioning with subscription model.

Others

• Bond Vet: US veterinary clinic and telehealth operator that also sells curated wellness products. Adjacent peer sharing wholefood/clean-label supplement positioning but distribution-led rather than supplement-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/fettlepets
• Facebookfacebook.com/fettlepets
• Instagraminstagram.com/fettlepets
• LinkedInlinkedin.com/company/fettlepets

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 FETTLE PETS LTD