Our story
The wake-up call
Charlie was working in the pet food industry when he realised what really goes into most dog food: ultra-processed ingredients cooked at extreme temperatures, and stuffed with fillers, preservatives and fake ‘meat’. It didn’t sit right. Not when dogs are family.
Cooking for Crumble
We decided dogs deserve better, and thought: what if we just… cooked? After a few lovingly-cooked meals using real ingredients from our own fridge, Crumble was thriving. So we kept going – not just for Crumble, but for as many dogs as we could.
Perfecting our first recipe
It took 18 months, many lab visits and 150 tweaks to perfect our very first recipe, Chicken Casserole, which is still on the menu today. We used locally-sourced chicken with red cabbage, carrot and sweet potato, to support healthy digestion and coat.
Building a dream team
Every recipe is created by our in-house nutritionist, Bianca and approved by our vet, Alison. Together, we’ve developed a range of 13 freshly cooked meals to suit dogs with allergies, fussy appetites, sensitive tummies and everything in between.
Changing lives, one bowl at a time
Since that first Chicken Casserole, we’ve helped almost 20,000 across the UK live longer, happier, healthier lives. We’ve earned B Corp status, built a 120-strong team of dog lovers, and moved into a state-of-the-art kitchen to handcook at scale – without compromising on care.
The wake-up call
Charlie was working in the pet food industry when he realised what really goes into most dog food: ultra-processed ingredients cooked at extreme temperatures, and stuffed with fillers, preservatives and fake ‘meat’. It didn’t sit right. Not when dogs are family.
Cooking for Crumble
We decided dogs deserve better, and thought: what if we just… cooked? After a few lovingly-cooked meals using real ingredients from our own fridge, Crumble was thriving. So we kept going – not just for Crumble, but for as many dogs as we could.
Perfecting our first recipe
It took 18 months, many lab visits and 150 tweaks to perfect our very first recipe, Chicken Casserole, which is still on the menu today. We used locally-sourced chicken with red cabbage, carrot and sweet potato, to support healthy digestion and coat.
Building a dream team
Every recipe is created by our in-house nutritionist, Bianca and approved by our vet, Alison. Together, we’ve developed a range of 13 freshly cooked meals to suit dogs with allergies, fussy appetites, sensitive tummies and everything in between.
Changing lives, one bowl at a time
Since that first Chicken Casserole, we’ve helped almost 20,000 across the UK live longer, happier, healthier lives. We’ve earned B Corp status, built a 120-strong team of dog lovers, and moved into a state-of-the-art kitchen to handcook at scale – without compromising on care.
Quality beyond the bowl
Human quality ingredients
British meat, line-caught fish, fresh fruit and veg – all hand-cooked in Shropshire. No artificial ingredients.
Expert-led recipes
Created by our nutritionist, approved by our vet, with options for dogs of all ages, needs and sensitivities.
Carbon-neutral delivery
Meals arrive in sustainable packaging at your chosen time, frozen to keep nutrients locked in. Easy to store and serve.
Support from people who get it
Our vet, nutritionist and behaviourist are available to support your dog’s unique needs – whenever you need them.