Pooch & Mutt rewrites the rules of functional dog food

Pooch & Mutt has built its reputation as a functional pet food brand on a simple starting point: solving joint and gut health issues in one dog. Guy Blaskey, founder of Pooch & Mutt, started this journey by creating a solution for his family dog.

At the time, the business operated in horse feed, and Blaskey applied this expertise to develop targeted supplements for dogs.

These early formulations became the foundation of what is now one of the UK’s most sought-after functional pet food brands.

Since 2007, the British company has expanded its portfolio to include a wide range of dog nutrition products, including supplements and treats, before evolving its core focus toward functional foods.

A track record of growth

In 2025, Pooch & Mutt recorded 38% sales growth, building on growth of 61% in 2024 and 74% in 2023. For CEO Paul Dennison, this sustained performance is underpinned by continued innovation, particularly across its product ranges.

“We have increased our ranges, and some of that growth has come through product expansion. One area that worked really well – slightly to our surprise – was our dental stick range. We introduced a peanut butter dental stick as an interesting twist and thought we’d see what would happen. It sold out in hours – I mean, hours,” says Dennison.

“And it wasn’t because we didn’t do a large production run – VAFO made loads of them, tons and tons – and it still sold out so quickly,” he adds, underscoring how innovative product development continues to drive demand.

A VAFO partner

Following a multi-million-pound acquisition by Czech pet player VAFO Group, Pooch & Mutt has continued to operate with a distinct brand identity.

Dennison notes that while it is common for smaller brands acquired by larger corporations to retain their identity, VAFO has taken a notably supportive approach.

“They knew they needed a company in the UK that understood the market and knew what it needed to do. And they’ve stepped back and let us get on with it. They’ve been really good at being hands-on when we need help, but also hands-off and letting us run the business,” he adds.

For Pooch & Mutt, the acquisition was not merely a transaction but a partnership that has created value for both sides.

“We’ve helped them with expertise in a mature market like the UK, particularly in e-commerce and Amazon, and we’ve started to support other brands in the VAFO Group in strengthening those channels as well,” the CEO says.

A brand “For All Breeds & Needs”

Pooch & Mutt recently launched a brand refresh focused on a new positioning: “For All Breeds & Needs”.

Beyond new packaging and branding, the rebrand also introduced changes to product ingredients and range categories, including a new “wellbeing range” that sits alongside its functional offering.

Despite the repositioning, functionality remains central to the brand. “We don’t want to preach to customers. We want to be a trusted guide in what can be a very confusing market. Every dog is different, and needs change over time, so we want to help customers make the right decisions for their pets,” says Dennison.

Looking ahead, the brand is expanding into gut health and fresh food as demand for personalized nutrition grows.

“What we can do, which is quite unique, is test a dog’s microbiome and then provide a personalized plan. That could mean recommending more fiber or specific ingredients depending on what the dog needs.”

Last year, the company acquired BIOME9, a pet health firm specializing in gut health analysis and science-backed supplement plans. The deal is central to its gut health strategy and expected to support future growth.

UK and beyond

Pooch & Mutt remains concentrated in the UK, where it was founded nearly 20 years ago. This established base supports strong partnerships with Sainsbury’s, Pets at Home, Tesco and Ocado.

“Our business is split in terms of channel: 50% direct-to-consumer through our own website, and 50% split between retail and Amazon,” Dennison says.

A planned expansion into Germany a few years ago was ultimately halted due to regulatory changes following Brexit, which has since shaped the company’s international strategy.

“The launch did well – we set up a website, we were on Amazon. And it was only really after Brexit when legislation changes meant that it really didn’t work. Because in the UK the rules changed so everything on every packet of dog food or treats needed to say ‘not for resale in the EU.’”

He explains that this created a major operational barrier, as EU expansion would have required separate packaging systems. “That meant we would have needed a whole other stock of EU packaging, which was just such a huge barrier.”

Despite this, international expansion remains a priority. VAFO Group continues to identify potential growth markets, with Pooch & Mutt now exploring opportunities in the US and Asia.

Future plans

Future expansion may also require local manufacturing depending on market constraints.

“We would definitely need to look at the right way to expand into these markets. It’s easier to export into the likes of India, for example, now from the UK than it has been previously,” he says.

“But there are barriers into the US market that need to be looked at, including whether manufacturing needs to happen locally rather than shipping it there, because it can get very, very expensive.”

For Pooch & Mutt, expansion remains a long-term opportunity, with Dennison concluding: “It’s never say never in any of those markets – you’ve got to do it right.”

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