Why we built SMPL — and the standards we promised ourselves we'd hold to, even when no one is looking.
Our story, like most good ones, began with a dog. She came into our lives with a wagging tail, a few quirks, and a sensitive stomach that nothing seemed to fix.
We tried everything — vet visits, expensive tablets, every bag with a shiny promise on the front. Nothing worked. That's when we realised the real problem wasn't her. It was the industry.
Too many pet products are built around clever marketing, packed with fillers, and focused on profit instead of real results. Most "premium" food on the shelf today wouldn't pass for food in any other category.
We wanted something better. Something simpler. So we created SMPL — our answer to an overcomplicated space, and our way of putting health back in your hands and joy back in theirs.
Thanks for being part of it.
— The SMPL Team
8
Whole-food ingredients per recipe
95%
Of fresh-food nutrition retained
3 yrs
In formulation before launch
0°
Fridge or freezer needed
Not brand values. These are how we actually operate — every day, every product, every decision behind the scenes.
We formulate with veterinary nutritionists, not marketers. Every ingredient is backed by research, included at an effective dose, and chosen for a specific health benefit. If it isn't supported by evidence, it doesn't make the cut.
Your dog doesn't need 30 ingredients to be healthy — they need the right ones. No more than eight ingredients per formula, each whole-food, human-grade, and selected to do its job properly.
No sneaky blends. No vague claims. We show you exactly what's in the bag, why it's there, and where it came from — because you deserve the full picture, not the polished version.
Health doesn't have to be hard. Our food is designed to be easy — easy to use, easy to love, easy to stick with. No fridge, no defrosting, no fuss. Real results come from simple routines done well.
A portion of every purchase supports rescue dogs and shelters across the UK and Ireland. Every dog deserves care, not just the lucky ones — and we're here to help close that gap.
From sustainable ingredient sourcing to lower-waste packaging, we're working to reduce our footprint with every step — because a healthy pup deserves a healthy planet to grow up on.
We formulate with veterinary nutritionists, not marketers. Every ingredient is backed by research, included at an effective dose, and chosen for a specific health benefit. If it isn't supported by evidence, it doesn't make the cut.
Your dog doesn't need 30 ingredients to be healthy — they need the right ones. No more than eight ingredients per formula, each whole-food, human-grade, and selected to do its job properly.
No sneaky blends. No vague claims. We show you exactly what's in the bag, why it's there, and where it came from — because you deserve the full picture, not the polished version.
Health doesn't have to be hard. Our food is designed to be easy — easy to use, easy to love, easy to stick with. No fridge, no defrosting, no fuss. Real results come from simple routines done well.
A portion of every purchase supports rescue dogs and shelters across the UK and Ireland. Every dog deserves care, not just the lucky ones — and we're here to help close that gap.
From sustainable ingredient sourcing to lower-waste packaging, we're working to reduce our footprint with every step — because a healthy pup deserves a healthy planet to grow up on.