Over the last month we’ve had a lot of time to refine ideas about what it means to be a Tuggs dog, what we believe in as a company and how we set our vision apart from others in the industry. I’m delighted to share what we’ve come to describe as the ‘Tuggs Manifesto.’

Tuggs wants…

For every dog and our planet to be as healthy and happy as can be.


We feed dogs not just to survive, but to thrive, without sacrificing the world.

Say goodbye to…

Bad breath, sore tummies and extra baggage. 

Say hello to…

Wagging tails all the way.

What Tuggs stands for

1. Built for you and your furry friend

Simplicity is at the heart of our revolution. We know it can be time consuming and difficult to give your dog what they 1) need, and 2) deserve, but we’re pawsitive there’s another way. We’ve created the ultimutt experience that will remove stress from your life and improve the wellbeing of your hound. Everything we do is tailored to your specific needs so you can switch off and relax. We’ve got the lead.

2. Nothing but the truth

In an environment where brands are biting off more than they can chew with health claims, we hold an oath to bark the truth and nothing but the truth. We have a network of the best independent vets, nutritionists and dog dieticians who know exactly how to fuel your pup with what they need to flourish. We’ll never make claims we don’t know are 100% true, we’re the people (and pets) you can rely on.

3. Tasty enough for you

Here at Tuggs, we’re firm believers in the pet parent taste test. If it’s not good enough for you, it’s absolutely not good enough for our furry friends, pug-et about it. We use only the best fresh vegetables, meat, fish and our secret superpower – insects – to create our chop-watering meals.

4. Nutrition is number one

With vet bills rising and existing dog dinners doing nothing to challenge this, we think eruff is eruff. So, working with our team of experts, we’ve meticulously crafted a set of unique recipes to give dogs all the daily nutrition they need to thrive, not just survive. Our nutrient-packed dinners will have you waving goodbye to bad breath, sore tummies,and rough coats so you can say hello to waggier tales, bigger smiles and faster zoomies. Nutrition is the corg-key.

5. There’s no planet B

Did you know that 20% of all farmed livestock is used for pet food? Barking mad, right? When you dig into it, our beautiful and whacky friends leave quite the trail. Or as we say, Carbon Pawprint.

At Tuggs, we want to serve up smiles on a happy planet, and so it’s vital that we protect the wellbeing of not only your pooch, but our collective home, Earth. We’re helping to reduce your Carbon Pawprint by using delicious, protein-rich insects in our fresh food.

We’re looking forward to creatively exploring these themes in our messaging from now on, sticking true to who we are and what we believe in. Until then, be good dogs and bitches.

Harry, Founder of Tuggs