Our rebrand doesn’t mean you’re waving goodbye to the Pooch & Mutt you know and love.
It’s still us, but renovated, rejuvenated, and ready to kickstart a new era!
However, we’d be lying if there hadn’t been a couple of cases of ‘out with the old and in with the new’.
Our rebrand is, of course, built on change - but only for the better.
To give you full clarity on what’s been happening, we’ve listed the biggest changes that have come along with our rebrand. That way, you can continue to shop, read, learn, and love all things Pooch as we settle into our new look.
Changes to our products & ranges
Products
Some of the most important changes that have come into play are those we’ve made to some of our products. We know consistency matters, so we want to clearly explain what’s changing - and how these updates are designed with your dog’s health and wellbeing in mind.
If any of the following products are part of your dog’s current diet, be sure to read the ingredients list and become acquainted with our new formulas. That way, you can make sure it’s still right for you.
If your dog has any allergies or sensitivities, also be sure to double-check the ingredient lists to see if it still works for you.
Any questions you have regarding products or our rebrand, explore our FAQs at the bottom of this article. If you’ve still got any burning questions, get in touch with our expert team who’ll be happy to help.
Product | What's New? | Why? |
Joint & Mobility Dry Food | - Added MSM - Added Dried Boswellia Serrata | The addition of 0.02% of Methyl Sulphonyl Methane (MSM) is for its benefits in supporting joint and mobility health, its anti-inflammatory properties, and helping dogs prone to joint issues, (senior and working dogs). Dried Boswellia Serrata is a natural herb that’s known for its anti-inflammatory properties, soothing stiff joints, and aiding overall joint health in dogs |
Skin & Coat Dry Food | - Swapped Herring Oil to Salmon Oil & Fish Gravy | Like Herring Oil, Salmon Oil is rich in omegas, which are essential for skin & coat quality, as well as heart health, brain function, and joint health. |
Primal Ostrich & Lamb Dry Food | - Removed Ostrich and replaced with Venison - Primal Lamb & Ostrich will be known as Primal Venison. - We’ve upgraded Lamb protein to Fresh Lamb. - Added Duck | Venison is a rich, highly palatable, novel protein that’s an excellent choice for dogs with common meat allergies. Ostrich can be hard to source, and we never want to delay your dog’s deliveries (which is why we made the switch). We’ve adjusted the Lamb ingredients by using Fresh Lamb instead of Lamb protein, keeping natural animal-sourced ingredients consistent. Full of vitamins and healthy fats, Duck has been added to provide a delicious alternative protein for dogs who may struggle with meat like chicken. |
Fresh Salmon Dry Food | - Removed 15% Fresh Salmon (but 35% still remains!) - Added 15% Fresh insect - Added Sweet Potato - Added Coconut Oil, Sunflower Oil, Microalgae Oil - Added Lignocellulose | We’ve made a small adjustment to reduce the Fresh Salmon content. As nutritional regulations evolve, we periodically fine-tune our recipes - and changes here continue to meet updated Selenium guidelines, while maintaining the same high quality and great taste you expect. We’ve added Fresh Insect, which is perfect for sensitive pooches, and is a tasty, gentle, highly digestible alternative, full of vitamins and minerals. It’s also naturally more sustainable - using less land and water, while producing fewer emissions than traditional proteins. Sweet Potato’s naturally high in fibre, while helping support healthy digestion and firm stools. Coconut Oil, Sunflower Oil, and Microalgae Oil are packed with omegas, antioxidants, and vitamins to help keep your dog’s skin, coat, and immune system healthy. Lignocellulose is a plant-based fibre that helps digestion, supports a healthy weight, and keeps stools regular - perfect for sensitive dogs. |
Fresh Chicken Dry Food | - Added Sweet Potato | Sweet Potato’s naturally high in fibre, while helping support healthy digestion and firm stools. |
Puppy Dry Superfood | - Added Chicken Liver - Added Pumpkin, Carrot & Apple - Added Microalgae Oil - Added Psyllium Husk | Chicken Liver is a great addition to puppy food as it’s rich in nutrients and actively supports puppy growth - providing lots of protein and essential vitamins. Pumpkin, Carrot & Apple are naturally nutritious and bring many benefits to growing pups. They’re easy to digest, rich in vitamins and antioxidants, and help puppy development. Microalgae Oil is a plant-based source of omega-3 providing a wide range of benefits. This includes helping to reduce inflammation, and supporting brain & heart health, skin & coat health, and digestive health. Psyllium Husk is great for regulating digestion, perfecting poos, helping treat constipation, and helping avoid anal gland issues - perfect for growing pups. |
Adult Dry Superfood | - Added Chickpeas - Added Chicken Liver - Added Pumpkin, Carrot & Apple - Added Microalgae Oil | Chickpeas are a plant-based protein source, rich in essential vitamins. Chicken Liver is nutrient-rich and provides a long list of benefits that contribute to a dog’s overall health & wellbeing. Packed with essential vitamins, it helps support immunity, skin & coat health, and eye health. Pumpkin, Carrot & Apple are naturally nutritious and easy to digest, as well as being rich in vitamins and antioxidants. Microalgae Oil is a plant-based source of omega-3 providing a wide range of benefits. This includes helping to reduce inflammation, and supporting brain & heart health, skin & coat health, and digestive health. |
Senior Dry Superfood | - Added Chickpeas - Added Chicken Liver - Added Pumpkin, Carrot & Apple - Added Microalgae Oil | Chickpeas are a plant-based protein source, rich in essential vitamins. Chicken Liver is nutrient-rich and provides a long list of benefits that give senior dogs the support they need. Packed with essential vitamins, it helps maintain immunity, skin & coat health, and eye health. Pumpkin, Carrot & Apple are naturally nutritious and easy to digest, as well as being rich in vitamins and antioxidants. Microalgae Oil is a plant-based source of omega-3 providing a wide range of benefits. This includes helping to reduce inflammation, and supporting brain & heart health, skin & coat health, and digestive health - everything a senior dog needs extra help with as they get older. |
Ranges
We’ve made a few changes to help make finding your pooch’s favourites as simple as possible.
To make sure you’re ready to navigate this new era of Pooch, we’ve laid it all out for you.
Introducing our Wellbeing Range
Previously, all of our products were categorised by ‘Functionality’. Whether that was to calm zoomies, firm up poos, or get the sparkle back in their coat.
But we thought, who are we to try to confine our pooches to one box and label?
It might be they need a little of this, a little of that, and a sprinkle of something else to help them on their way to optimum health and wellbeing.
So, we created the Wellbeing range.
Our Wellbeing range is for the ‘needs a little boost’ ones - and you’ll find all the Pooch & Mutt foods you know and love, that cater to various pooch needs.
This includes:
Calm & Relaxed
Slim & Slender
Joint & Mobility
Skin & Coat
Teeth & Gums
Health & Digestion
Any product that falls into the Wellbeing range can be identified by a cool Lavender colour at the top of its packaging.
The rest of our product ranges also have their very own aligning colour - making things neat, organised, and easy to navigate.
Our ranges by colour
We’ve already covered that everything under our Wellbeing range is represented by a Lavender tab.
But what about the others?
Superfoods
Our all-round do-gooders, this is where you’ll find our Puppy, Adult and Senior food. The ranges of wet and dry food, dental sticks, treats and chews contain everything to nutritionally support your dog at any stage.
This range is represented by a Dark Yellow tab.
Primal
Our Primal range has been crafted for ‘the wolfy ones’. Recipes take them right back to where it all began with unique, novel, animal proteins and superfoods - fuelling energy, supporting lean muscle maintenance, and building strong, healthy bodies.
This is now where you’ll also find our Long Lasting Fish Hide Chews and our Baltic Beef High Protein Jerky.
This range is represented by an Orange tab.
Fresh
Our Fresh range is the ideal solution for ‘the fussy ones’, with dry food that contains 50% fresh meat or fish - perfect for dogs that enjoy a stronger flavour, with the added bonus of being gentle on tums.
This range is represented by a Green tab.
Veterinary
Our Veterinary range has been developed for those with diagnosed medical conditions or who are under veterinary care. Recipes have been carefully crafted and approved by vets, for dogs that are needing a little bit of extra help.
Each recipe ingredient works with intent - selected to help address specific needs, while giving you peace of mind that they're being fed a healthy, tasty, well-rounded veterinary diet.
Our Veterinary range is also where you’ll find all things Gut Health, including the Pooch & Mutt Gut Health Test, and its supporting supplements.
This range is represented by a Light Blue tab.
Our packaging
We want to make it as easy and seamless as possible for you to shop, as well as feeling excited about your purchase. So we’ve made some much-needed changes to our packaging:
Products are colour-coded by range so you can shop with ease.
They’re also colour-coded by flavour, so favourites pop.
Cream & blue are our new branded colours, for a premium look & feel.
We have our shiny new logo (featuring our new mascot ‘Penny’ alongside Patch).
Beautiful, new illustrations highlight the product.
Clear, functional benefits take centre stage on the front of pack.
The look and feel of our packaging isn’t the only thing to have changed. Something in its makeup has also had somewhat of a glow-up.
Our previous packaging was made from a mixture of layered plastics, which at the time served its purpose, but we knew we could do better.
Now, our packaging is made from low-density Polyethylene, which allows us to provide the same great protection for your dog’s food, but in a more widely recyclable packaging.
Our logo & promise
Our new packaging also proudly displays our brand-spanking-new logo and mantra - a little something that better represents this new era of Pooch.
Over the 20 years that Pooch has been helping dogs reach their full potential, we’ve grown and branched out massively.
Starting from a couple of supplements born from a concerned dog owner trying to naturally help his pooch in pain, we quickly grew to offer a wide range of healthy and nutritious foods, treats, and chews.
We then added some mentally enriching toys to the mix, a hub of expert advice and training, and, of course, we began paving the way for all things dog gut health.
With all that being said, it was time to adopt a new promise and logo that shouted from the rooftops what we’re all about.
Because each pet’s unique, and every need’s different, so why’s everything so black and white? How about we start playing in the grey area and embrace the ‘&’?
& is the knot that holds us together, through peaks and troughs, uncanny doppelgängers and unwatchable cliffhangers, cosy midday naps and when the poo bag snaps.
& is a promise of something more.
For us, pet care goes beyond the bowl. So we serve all needs, from top to tail. For them & for us. For every Pooch & Mutt.
And we injected all of this into our new logo, where our trusty mascot Patch can be seen in all his glory, joined by his pampered princess friend, Penny.
Patch & Penny also have a whole new pack of friends, proudly representing every kind of dog - from mischievous mutt to pampered pooch, and everyone in between.
All breeds & needs.
To learn more about our new look, explore ‘ Introducing: The Pooch & Mutt Rebrand ’ and ‘ Why have Pooch & Mutt Rebranded? ’.
Want to take a walk down Pooch memory lane? Then check out ‘ The Evolution of Pooch & Mutt ’.
FAQs
Why have some ingredients been removed from the original recipe?
One of the main aims of our rebrand was to allow Pooch & Mutt to grow, adapt, and evolve, and the same goes for our products and the ingredients we use. As time goes on, additional research comes through, and schools of thought are updated. With our finger on the pulse, it allows us to keep up to speed on what the experts are advising. Where expert opinions around what’s best for our dogs has updated, we’ve adapted as best we can. That way, we can keep providing the very best for your dog. Plus, removing some ingredients, especially those that prove to be common allergies or sensitivities for dogs, makes that food more accessible to a wider range of breeds & needs.
Why have some ingredients been swapped out for others?
Whether because it’s better for your dog or makes for a more sustainable diet, we’ve ensured that where ingredients have been removed, we’ve added something to maintain the great taste and amazing benefits. For example, in our Fresh Salmon Dry Food, 15% of Fresh Salmon has been removed to adhere to new guidelines. Fresh Insects provide another novel protein, keep the recipe 50% fresh meat, and are much more sustainable.
With some ingredients being removed, does it still count as a ‘complete’ diet?
Of course! Where we’ve removed ingredients, we’ve made sure to replace them with other ingredients that are equally beneficial. That way, whatever diet suits your pooch, they’ll be getting everything they need to help them achieve maximum health and happiness.
Why has the packaging changed?
We’ve switched up our packaging for a number of reasons. Firstly, we wanted our packaging to reflect our new era, so you’ll now find our brand new logo beautifully featured across all our products, with a more premium look and feel. Secondly, by re-organising our ranges and introducing colour coding, we wanted to make navigating our products, and shopping for your pooch’s favourites, a walk in the park. And last, but not least, we wanted to do better when it came to our impact on the environment, so we switched up our packaging material to a low-density Polyethylene, to make it even more recyclable.
Why does each range have a different colour?
We’ve given each range an aligning colour to make it as simple as possible for you to shop your pooch's favourites. Every dog has different needs, functions, and flavours that they want to get out of their diet. Our colour-coded ranges allow you to easily recognise the underlying function of their food and build up a bespoke, functional diet from across Pooch & Mutt.
My dog’s food has changed. Do I have to gradually transition them onto the new food?
Despite there being some small changes to some of our products, none of our products are drastically different. So, you shouldn’t need to transition your dog gradually. That said, every dog is different, and there’d be no harm in doing so - especially if your dog has any allergies or is particularly sensitive when it comes to their food.
Why have you used Fresh Insect as a protein in your dog food?
Fresh insects are an amazing novel protein for your dog, making it a great addition to dog food, especially for those with common meat allergies, sensitivities and digestion issues. They’re rich in nutrients, essential vitamins and minerals, healthy fats, and are also sustainable. Win-win!