Question 1

What exactly is air-dried dog food?

Accepted Answer

Air-drying gently removes moisture from raw ingredients at temperatures below 60°C, over roughly 24 hours. The result is shelf-stable, lightweight food that retains the nutritional integrity of the raw ingredients — without the high-heat damage of kibble or the freezer-supply-chain complexity of fresh-frozen.

Think of it like the difference between sun-dried tomatoes and tinned ones. Same tomato. Very different result.

Question 2

Is SMPL a complete diet?

Accepted Answer

Yes. Every SMPL recipe is formulated by a board-certified veterinary nutritionist to meet AAFCO complete-and-balanced standards for adult dog maintenance. You do not need to add anything to the bowl.

Question 3

What's actually in it?

Accepted Answer

Twelve named ingredients per recipe — real chicken (with beef and pork coming next), salmon oil, eggshell powder, coconut flour, pumpkin seeds, carrots, apple, blueberries, parsley and nutritional yeast. Every supplier is listed on the back of the bag.

No fillers, no synthetic flavours, no 'meat derivatives'.

Question 4

Are there any allergens or preservatives?

Accepted Answer

No artificial preservatives, no synthetic colours, no added sugar. Each recipe is single-protein, which makes it suitable for many dogs with food sensitivities. If your dog has a confirmed allergy, double-check the back-of-bag ingredients with your vet before switching.

Question 5

How do I work out the right portion?

Accepted Answer

Our feeding calculator on the product page takes weight, age, activity level and build, then returns a daily gram allowance plus a number of 2.5kg bags per month. It's calibrated to keep your dog at a healthy lean body condition, not a glossy-magazine one.

Question 6

How do I switch my dog from their current food?

Accepted Answer

We recommend a 7-day transition. Day 1–2: 25% SMPL, 75% old food. Day 3–4: 50/50. Day 5–6: 75% SMPL, 25% old food. Day 7 onwards: 100% SMPL.

If your dog has a sensitive stomach, stretch this to 10–14 days. Email our concierge desk and we'll talk you through it.

Question 7

Can I feed SMPL alongside other foods?

Accepted Answer

Yes. Many of our customers use SMPL as a topper over kibble, or alongside a fresh bowl. The calculator has a "topper" mode for this — it adjusts portions accordingly.

Question 8

Is it suitable for puppies or seniors?

Accepted Answer

Our adult recipes are AAFCO-formulated for adult maintenance (12 months+). For puppies under 12 months, large-breed puppies, pregnant or nursing dogs, please email the concierge desk before starting — we'll give you tailored guidance.

Question 9

How is SMPL delivered?

Accepted Answer

In a recyclable cardboard box, by a carbon-neutral UK courier. No ice packs, no foam, no fridge required. Most orders arrive within 2–3 working days.

Question 10

How does the subscription work?

Accepted Answer

You set a frequency — typically every 4 weeks — and we ship automatically. You can pause, skip, change frequency, swap recipes or cancel any time from your account, no questions asked. There's no contract.

Question 11

How much does shipping cost?

Accepted Answer

Free on all UK mainland subscription orders. Single-purchase orders ship at a flat £4.50.

Question 12

Do you ship outside the UK?

Accepted Answer

Currently we ship to the UK mainland and Northern Ireland. We're working on the Republic of Ireland next — join the waitlist on the product page.

Question 13

Does it really not need a fridge?

Accepted Answer

Correct. Sealed bags sit in a cool dry cupboard for up to 12 months from manufacture. Once opened, reseal the bag and use within 6 weeks.

Question 14

How long does an opened bag last?

Accepted Answer

Up to 6 weeks if stored in the original resealable bag in a cool, dry cupboard. The natural fats are protected by a tocopherol-rich antioxidant blend (sourced from rosemary and vitamin E) so the food stays air-dried without any synthetic preservatives.

Question 15

What size bag do you sell?

Accepted Answer

One size: a 2.5kg resealable bag. Subscriptions auto-calculate the right number of bags per shipment based on your feeding profile.

Question 16

How do I pause or cancel my subscription?

Accepted Answer

Log in, go to Account → Subscriptions, and choose Pause, Skip, Change frequency or Cancel. No phone calls, no retention scripts, no friction. We trust you.

Question 17

What's your refund policy?

Accepted Answer

If your dog doesn't like SMPL within the first 30 days, email the concierge desk and we'll refund your first order in full — no need to send the food back. Donate it to a shelter or pass it to a friend.

Question 18

How do I get in touch?

Accepted Answer

Email us at concierge@smpl.com. We reply within 4 hours, every day of the year. For something more involved, request a callback and a real person — usually Sam, Lucy or Ada — will phone you back within the same working day.

Everything you wanted to know — and a few things you didn't.

About the recipes

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