Air dried
How it’s madeFood dried slowly in warm, moving air until most of the moisture is gone. It’s how jerky is made.
Our chews and natural treats are air dried, single ingredient.
Feed a little better
Why we do what we do.
What we believe, how we make our food, and a plain English guide to everything on the label. No science lectures, no judgement. Just the honest version, so you can decide what’s right for your friend.
01 · What we believe
Real food for real friends.
Our pets aren’t so different from us. What goes in the bowl every day shapes how they feel. Here’s what that means for how we make BOOST.
01
Real food, first.
Human quality meat, real veg and ingredients you can read on the label. If we wouldn’t recognise it, it doesn’t go in.
02
As little processing as possible.
Every food needs making somehow. We pick the gentlest way for each one: gently cooked, freeze dried or air dried.
03
No judgement. Ever.
Kibble, tins, raw, a bit of everything. There’s no bad bowl, just ones that could be a bit better. We’ll help from wherever you are.
04
A little better adds up.
Nothing can be guaranteed. But just like our own health, small good choices, every day, give them the best foot forward.
05
Dogs and cats, equally.
Cats aren’t small dogs. They get their own recipes, their own advice and the same care.
06
Say it straight.
Clear labels, plain English and honest answers. If you’ve got a question, just ask.
02 · How we make it
Four ways. Chosen for each food.
Most dry pet food is made the same way, under high heat and pressure. We use four methods, each picked for the food it makes. Tap one to see how it works.
Gently cooked
Cooked at 93°C, then snap frozen. Nutrients preserved.
Our frozen fresh meals+
Gently cooked
Cooked at 93°C, then snap frozen. Nutrients preserved.
Our frozen fresh meals1 · PrepReal meat and veg, chopped
2 · CookGently, at 93°C
3 · Snap freezeStraight after cooking
4 · Your kitchenThaw overnight, serve
What is it?
Our fresh meals are cooked the way you’d cook at home: real ingredients, a lower temperature, no high pressure. Then they’re frozen fast to keep them fresh until they reach the bowl.
Why we like it
Cooking kills bacteria, so there’s nothing raw to handle. Keeping the heat gentle and freezing straight away means it looks, smells and tastes like real food.
Good to know
It’s frozen for freshness, not because it’s raw. Keep it in the freezer and thaw a pack in the fridge the night before.
- Fresh meals and meatballs for dogs
- Fresh meals for cats
Compared to raw: the same real meat, cooked, so no bones to handle and nothing raw on the worktop.
Freeze dried
Frozen, then a vacuum turns the ice straight to vapour. No heat. Fresh flavour locked in.
Toppers, bites and kibble+ pieces+
Freeze dried
Frozen, then a vacuum turns the ice straight to vapour. No heat. Fresh flavour locked in.
Toppers, bites and kibble+ pieces1 · FreezeReal meat or fish, frozen solid
2 · VacuumPressure drops right down
3 · Ice to vapourWater leaves without melting
4 · SealedLight, crisp, shelf stable
What is it?
The food is frozen, then put under a vacuum so the ice turns straight into vapour, skipping the liquid stage. What’s left is the food itself, light and crisp, with the water gone.
Why we like it
There’s no heat, so it keeps its shape, colour and smell. Pets go mad for the aroma, which is why a sprinkle wins over fussy eaters.
Good to know
No freezer needed. Sprinkle it dry, or add a splash of water to soften it. Freeze dried isn’t the same as cooked, so handle it like fresh meat and wash hands after.
- Meal toppers for dogs and cats
- Freeze dried bites
- The real meat pieces in Kibble+
Air dried
Dried slowly in low temperature, circulating air.
Chews and natural treats+
Air dried
Dried slowly in low temperature, circulating air.
Chews and natural treats1 · PrepOne ingredient, cut to size
2 · Low heatWarm, not hot
3 · Moving airSlowly draws the moisture out
4 · ReadyA natural, chewy treat
What is it?
The oldest way of preserving food. Warm air moves around the meat for hours and slowly dries it, like jerky.
Why we like it
It keeps things simple: single ingredient treats, nothing pressed together, and a proper chew that keeps them busy.
Good to know
Always supervise chews, pick a size that suits your dog, and keep fresh water nearby.
- Chicken necks and pig ear strips
- Beef tripe, beef liver and beef head skin
Extra meaty
When more meat is the point. Made to pack in as much meat as possible, so it isn’t our gentlest process, and we won’t pretend it is.
Our extra meaty range+
Extra meaty
When more meat is the point. Made to pack in as much meat as possible, so it isn’t our gentlest process, and we won’t pretend it is.
Our extra meaty range1 · Start60% chicken
2 · AddReal chicken breast pieces
3 · Make itGrain free kibble
4 · Serve itDry, straight from the bag
What is it?
A complete kibble for adult dogs that’s 60% chicken, with real chicken breast pieces all the way through the bag.
Why we like it
Kibble is the easiest way to feed. We wanted one where the meat does the heavy lifting, with chicken breast in every bowl.
Good to know
Switch over 7 to 10 days by mixing it with their current food. Serve it dry, with fresh water always out.
03 · The A to Z
Pet food, in plain English.
Grain free, raw, rawhide, meat derivatives, ash. What they actually mean, and what we do. No spin.
Analytical constituents
On the labelThe numbers box on the pack: protein, fat, fibre, ash and moisture, as a percentage of the food. It tells you the make-up, not the quality of the ingredients.
We print them on every pack and product page.
Ash
On the labelNot added ash. It’s what’s left when a sample is burned in a lab: the minerals, like calcium and phosphorus. Every food has some.
Shown in our analytical constituents, like everyone’s.
Complete
On the labelA food with everything a pet needs to be fed on its own, every day, to the industry standard.
Our fresh meals and freeze dried bites are complete for adult dogs.
Complementary
On the labelA food made to go alongside a complete meal, like a topper, broth or treat. Not designed to be fed on its own.
Our toppers and treats are complementary.
Extruded
How it’s madeHow most kibble is made. A dough of ingredients is cooked under high heat and pressure, then pushed through a shaped hole and dried.
Our chicken kibble adds real chicken breast pieces to the kibble.
Fillers
On the labelCheap ingredients used mainly to bulk food out, rather than for nutrition. There’s no legal definition, so brands use the word differently.
We say no fillers and no bulkers. Every ingredient is there for a reason.
Freeze dried
How it’s madeFood frozen, then put under a vacuum so the ice turns straight to vapour. No heat, so it keeps its shape and smell.
Our toppers, bites and kibble+ pieces are freeze dried.
Gently cooked
How it’s madeCooked at a lower temperature, closer to home cooking, rather than under high heat and pressure.
Our fresh meals are cooked at 93°C, then snap frozen.
Grain free
On the labelNo grains such as wheat, maize, rice or oats. Grain free isn’t automatically better or worse. What matters is the whole recipe.
Our recipes are grain free because meat and veg do the work. If your vet has advice for your pet, follow it.
Human quality
On the labelIngredients that come from the human food supply chain, the same standard as food made for people.
The meat in our fresh meals is human quality.
Meat and animal derivatives
On the labelA legal catch-all on labels for parts of animals, which can include organs and by-products. The label doesn’t have to say which animal or which part.
We name every ingredient and the percentage, like beef 70%, including tripe and liver.
Minimally processed
How it’s madeMade with as few steps and as little heat and pressure as the food allows. There’s no official definition.
We use gently cooked, freeze dried and air dried, and we say so when a range isn’t our gentlest.
Prebiotic
On the labelFibre that feeds the good bacteria in the gut. Chicory root is a natural source.
Our fresh meals include chicory root.
Preservatives
On the labelIngredients added to stop food going off. Freezing and drying preserve food without them.
We add no preservatives. Freezing and drying do the job.
Raw
FeedingUncooked meat, bones and organs, fed fresh or frozen. Some owners swear by it. It needs careful handling because it isn’t cooked.
We don’t make raw. Our gently cooked meals are frozen fresh too, with nothing raw to handle.
Rawhide
TreatsA chew made from the inner layer of cow or horse hide, cleaned, treated and pressed into shapes like bones and rolls.
Our chews are single ingredient and air dried. Nothing pressed into shape.
Single protein
On the labelA recipe made with one type of meat or fish. Helpful if you’re keeping track of what your pet eats.
Many of our recipes and treats are single protein. It says so on the pack.
Superfoods
FeedingA friendly word, not a scientific one, for nutrient-rich ingredients like kale, sweet potato and linseed.
Ours are real veg and seeds, listed with their percentages.
Taurine
FeedingAn amino acid cats can’t make enough of themselves, so complete cat food has to provide it.
Topper
FeedingA little something added on top of a main meal for flavour, texture or extra goodness.
Our toppers are freeze dried meat or fish. Sprinkle on any bowl.
Meat meal
On the labelMeat that has been cooked and dried to take the water out, leaving concentrated protein. Also called dehydrated meat. It’s how most kibble gets its protein.
Our chicken kibble uses dehydrated chicken alongside real chicken breast, and names it on the label.
Beet pulp
On the labelWhat’s left of sugar beet once the sugar has been taken out. A gentle fibre that supports digestion.
In our chicken kibble, at 2%.
Cellulose
On the labelPlant fibre. Added in small amounts to support digestion.
In our chicken kibble, at 2%.
Glycerin
On the labelA plant-derived liquid that keeps softer foods moist.
In our chicken kibble, at 2%.
Soybean meal
On the labelGround soybeans, a plant protein. Soy is a bean, not a grain.
In our chicken kibble, at 3%.
Starch
On the labelKibble needs some starch to hold its shape when it’s made. It usually comes from grains, or from potato, cassava or peas.
We use sweet potato, cassava and potato instead of grain.
Ginger
In the bowlA warming root spice, used in cooking for thousands of years.
A tiny amount, in the joint botanical pack in our Chicken Kibble+.
Turmeric
In the bowlA golden root spice from the ginger family. It’s what makes curry yellow.
In our Chicken Kibble+, as part of its joint botanical pack.
Black pepper
In the bowlThe everyday spice, and a classic partner for turmeric in cooking.
In the joint botanical pack in our Chicken Kibble+, alongside turmeric.
Boswellia
In the bowlA resin from the boswellia tree, also known as frankincense.
In the joint botanical pack in our Chicken Kibble+.
Chamomile
In the bowlA daisy-like flower, best known as a herbal tea.
In the calming botanical pack in our Chicken Kibble+, with nettle, rosehip and lemon balm.
Rosehip
In the bowlThe fruit of the wild rose, left behind once the petals fall.
In the calming botanical pack in our Chicken Kibble+.
Nettle
In the bowlThe common stinging nettle, dried.
In the calming botanical pack in our Chicken Kibble+.
Lemon balm
In the bowlA lemon-scented herb from the mint family.
In the calming botanical pack in our Chicken Kibble+.
Salmon oil
In the bowlOil from salmon, a natural source of omega 3.
0.9% of our Chicken Kibble+.
Linseed
In the bowlAlso called flaxseed. A seed, and a plant source of omega 3.
Linseed oil in our Beef fresh meal (0.5%), and flaxseed in the freeze dried pieces in our Chicken Kibble+.
Kelp
In the bowlA seaweed, and a natural source of iodine.
In the green freeze dried pieces in our Chicken Kibble+.
Tripe
In the bowlThe stomach lining of a cow. Strong smelling, and dogs love it.
17% of our Beef fresh meal, and an air dried treat on its own.
Liver
In the bowlOrgan meat, naturally rich in vitamin A and iron.
6% of our Beef fresh meal, and an air dried treat on its own.
Mixed tocopherols
In the bowlA natural form of vitamin E, used to stop oils going off.
Keeps our Chicken Kibble+ and Salmon & Whitefish topper fresh.
Marine collagen
In the bowlCollagen that comes from fish.
0.5% of our Salmon & Whitefish topper.
Cranberry
In the bowlA tart red berry.
In the red freeze dried pieces in our Chicken Kibble+, plus a little cranberry extract.
Sweet potato
In the bowlA root veg that gives slow release energy, used instead of grain.
In our Beef fresh meal (6%), Chicken Kibble+ (6.5%) and Salmon & Whitefish topper (8%).
Nothing yet. Ask us and we’ll add it.
04 · What’s in the bowl
Every ingredient, out in the open.
Pick a recipe to see what’s in it, by weight. The same breakdown can sit on every product page.
Complete & balanced for adult dogs · Gently cooked, frozen fresh
Beef Bowl with Superfoods
70% beefGrain freeHuman quality meatGently cooked
What’s in it, by weightFrom the pack
- Beef70%
- Veg23%
- Starch & minerals5.9%
- Oils1%
- Gut helper0.1%
Every ingredient, and why it’s there
BeefThe meat, including organ meat70%
Beef47%Human quality beef
Beef tripe17%The stomach lining, rich and full of flavour. Dogs love it.
Beef liver6%Organ meat, naturally rich in vitamin A and iron
VegReal vegetables, chopped23%
Carrot8%Real carrot
Sweet potato6%Carbohydrate for slow release energy, instead of grain
Kale5%A leafy green
Pea4%Plant fibre and protein
Starch & mineralsHolds it together, makes it complete5.9%
Potato starchHelps the meal hold together when it’s cooked
MineralsAdded so the meal is complete and balanced
OilsOmega 3 from fish and seed1%
Linseed oil0.5%Omega 3 from seed
Fish oil0.5%Omega 3 from fish
Gut helperA natural prebiotic0.1%
Chicory powder0.1%A natural prebiotic fibre for the gut
Analytical constituentsProtein 14%, fat 6%, fibre 0.5%, ash 2%, moisture 74%, 120 kcal/100g
StorageKeep frozen. Thaw in the fridge the night before.
Full ingredient list, as on the pack
Beef 70% (including beef tripe 17%, beef liver 6%), Carrot 8%, Sweet Potato 6%, Kale 5%, Pea 4%, Potato Starch, Linseed oil (0.5%), Fish oil (0.5%), Minerals, Chicory powder (0.1%)
Complete & balanced for adult dogs · Kibble with real chicken breast inclusions
Chicken Kibble with Superfoods & Inclusions
60% chickenGrain freeSingle proteinChicken breast inclusions
Why kibble has more on the listKibble can’t be as simple as a fresh meal. It has to hold its shape, stay crunchy and keep in the cupboard. That takes a little starch, some fibre and added minerals. Here’s every ingredient, and exactly why it’s there.
What’s in it, by weightFrom the pack
- Chicken60%
- Veg & starch25%
- Fibre & plant protein7%
- Minerals4.6%
- Gut helpers1.4%
- Glycerin2%
Every ingredient, and why it’s there
ChickenSingle protein, three forms60%
Chicken breast30%Real chicken breast
Dehydrated chicken23%Chicken with the water taken out, so it’s concentrated protein. Often called chicken meal.
Chicken fat7%Energy and flavour, and a natural source of omega 6
Veg & starchEnergy, and what holds kibble together25%
Sweet potato15%Carbohydrate for slow release energy, instead of grain
Cassava starch5%Helps the kibble hold its shape. Naturally grain free.
Potato5%Energy, and helps bind the kibble
Fibre & plant proteinFor digestion and texture7%
Soybean meal3%Plant protein. Soy is a bean, not a grain.
Cellulose2%Plant fibre that supports digestion
Beet pulp2%Fibre from sugar beet, once the sugar is taken out
MineralsSo it’s complete and balanced4.6%
Dicalcium phosphate1.8%Calcium and phosphorus, for bones and teeth
Minerals1.6%Added vitamins and trace minerals
Calcium carbonate0.8%Calcium, for bones and teeth
Salt0.2%Sodium, an essential mineral, in a small amount
Potassium chloride0.2%Potassium, an essential mineral
Gut helpersPrebiotics and yeast1.4%
Hydrolysed yeast1%Flavour, and natural B vitamins
FOS0.2%A prebiotic fibre that feeds good gut bacteria
Yucca0.1%A plant extract, often used to reduce stool smell
Chicory root0.1%A natural prebiotic fibre
GlycerinKeeps soft pieces moist2%
Glycerin2%Keeps the softer chicken pieces moist
Analytical constituentsProtein 31%, fat 12%, fibre 2%, ash 8.5%, calcium 1.0%, phosphorus 0.8%
Energy359 kcal per 100g. Best served dry.
Buy itChicken Kibble with Superfoods & Chicken Breast Inclusions · £12.00
Full ingredient list, as on the pack
Chicken 60% (Chicken Breast 30%, Dehydrated Chicken 23%, Chicken Fat 7%), Sweet Potato 15%, Cassava Starch 5%, Potato 5%, Soybean Meal 3%, Cellulose 2%, Beet Pulp 2%, Glycerin 2%, Dicalcium Phosphate 1.8%, Hydrolyzed Yeast 1%, Calcium Carbonate 0.8%, Fructooligosaccharides 0.2%, Sodium Chloride 0.2%, Potassium Chloride 0.2%, Yucca Powder 0.1%, Chicory Root Powder 0.1%, Minerals 1.6%.
05 · Guides
Short, useful, honest.
Quick reads for the questions we get asked most.
Start hereFour ways to BOOST a bowlFrom a sprinkle on top to a full fresh bowl.Read
SwitchingSwitching to fresh, the easy wayA seven day plan, and why staying mixed is fine.Read
FeedingHow much should I feed?Our feeding guide works it out by weight.Read
QuestionsYour questions, answeredDelivery, subscriptions, storage and more.Read