Pooch & Mutt pioneers science-backed pet gut health test and supplements range
Leveraging the power of positive nutrition, Pooch & Mutt is dedicated to incorporating functional ingredients into dogs’ diets to promote a healthy mind and body. Approved by vets, the company uses a wide range of natural and health-focused supplements in all its foods, thus helping dogs live long, fulfilling and happy lives. In fact, these products have been developed in collaboration with some of the top nutritionists in the UK. Chief Executive Officer Paul Dennison offers a comprehensive introduction to the business.
“Guy Blaskey, who founded the company in 2007, owned a family dog named Cookie who suffered from joint problems. At the time, his mother ran a horse
business that used supplements for horses’ joint health. Guy was inspired to reformulate these horse products and created the two foundational dog supplements we still offer today: Bionic Biotic and Mobile Bones. This is how Pooch & Mutt came to life,” he begins.
“Following this initial success, we started to expand into dog treats and then food, always with pets’ nutrition and health in mind. When I joined the company in 2017, we were on the verge of unveiling our first wet food products in an innovative packaging solution, Tetrapak, along with our Superfood range that was set to launch in Sainsbury’s. Alongside this expansion, our focus remained on our functional food range, which covers various health benefits such as improving dogs’ skin and coats, joints, digestion, and weight. Since then, we have continued to innovate and have increased our product range significantly.
“In the early days we revamped our website, as online sales were quite modest when I first joined. Now, online orders account for 50 percent of our business. Additionally, we focused on hiring the right talent. When I began, there were only five employees, and we have since grown to 79. This growth is not merely about numbers but about ensuring we have the right people in place at the right time. In 2020, Guy negotiated a three-year buyout deal with the VAFO Group, a Czech petfood company, who we had been working with as our main manufacturing partner for several years. Three years later, the business was fully acquired by VAFO Group,” Paul elaborates.
Over time, Pooch & Mutt further diversified its product range, expanding not only to include new offerings for dogs, but also for cats through its Purr & Miaow brand. At the moment though, its latest innovation is a new gut health range. “This is particularly exciting for me because it had its origins in an assignment I completed for my MBA studies during lockdown. One of the modules included creating a completely new, hypothetical business. As there were a lot of bespoke human supplement businesses, I thought of adapting that concept for dogs. This idea worked well for this theoretical assignment, but the science behind it was what stopped us at this point.
“Fast-forward to autumn 2024, and gut-health and bespoke supplements emerged as the top priority for all staff in our ‘innovation’ exercise we ran at a company away day. Thus, it was clear that gut health would be one of our highest priorities for the next year. By the end of February 2025, we made a deal to acquire a new company, Biome9, allowing us to establish an independent research arm and provide Pooch & Mutt gut health tests and tailored supplement plans for dogs. As a
result, we can advance the science behind gut health while also expanding industry knowledge on this topic and other health aspects for dogs and cats alike,” he informs.
Commitment to carbon reduction
Another factor high among Pooch & Mutt’s priorities is minimizing the environmental impact of its products and operations, as Paul highlights: “Our Tetrapak packaging boasts strong sustainability credentials and is widely recyclable. Packaging is an aspect that customers are increasingly looking at, so we strive to make sure it’s as recyclable as possible. However, it is important to note that packaging contributes only a small portion of the overall carbon footprint and environmental impact of pet food. Consequently, we must look at reducing our emissions beyond that. For example, to enhance our sustainability, our factories in the Czech Republic utilize solar power to run production. We also partner with DPD, which employs a large fleet of electric vehicles to deliver our products to customers. In addition, we ensure that our supply chain is efficient and sources high-quality ingredients locally. Our factory in the Czech Republic is strategically located to empower us to source our materials from nearby suppliers, thereby significantly reducing food miles associated with production. We are committed to continuously improve our sustainability initiatives, especially from a UK perspective, as standards and practices vary across different regions,” Paul enlightens.
Pooch & Mutt remains committed to its long-standing commitment to enhancing dog health through innovative, science-backed nutrition. From its experimental beginnings, the company has evolved into a leader in the UK’s pet wellness space. With its current focus on gut health and sustainability, alongside a robust expansion into new product offerings, Pooch & Mutt is well-positioned to continue making a positive impact on the lives of pets and their owners.