Health-conscious pet parents treat their dogs and cats as family and pay attention to what goes in the bowl. They read ingredient labels, favor fresh, natural or vet-formulated food and often buy on subscription. This directory lists 31 brands that serve them, including The Farmer's Dog, Ollie, Open Farm, Spot & Tango, Nom Nom and JustFoodForDogs. Studying their ads shows how pet food brands turn nutrition, traceability and personalization into emotional, trust-driven messages across Meta, TikTok and YouTube.
They buy for the animal they love, so emotion and guilt reduction drive decisions as much as price.
They look for human-grade, natural or traceable sourcing and are wary of fillers and vague terms.
Veterinary formulation and clinical nutrition claims reassure owners who want proof, not slogans.
Recurring delivery suits daily feeding, as long as portions and changes are easy to manage.
Many are younger owners who discover brands through social video and word of mouth.
Bella & Duke is a UK-based pet food brand selling raw and fresh dog food delivered direct-to-consumer through a subscription model. It positions its products as a natural, biologically appropriate alternative to conventional kibble. The brand advertises across Meta placements targeting dog owners.
Bramble is a pet products brand offering items for dogs and cats within the pet care and accessories category, sold direct-to-consumer online. It positions itself among newer entrants in the pet lifestyle and wellness space. Bramble advertises across Meta placements to build its online customer base.
Butternut Box is a UK fresh dog food subscription brand founded in 2016 by Kevin Glynn and David Nolan. The brand delivers vet-formulated wet meals portioned to each dog's individual needs. It became the UK's fastest-growing premium pet food brand, using Meta performance marketing, TV campaigns, and dog owner community content to build one of the UK's largest DTC pet subscription businesses. Also searched as Butternut.
Darwin's Pet is a subscription-based raw and natural pet food brand offering fresh, gently raw meals for dogs and cats delivered directly to customers, formulated by veterinary nutritionists. It positions itself in the fresh and raw feeding segment of the pet food category. Darwin's Natural Pet Products advertises across Meta placements to grow its subscription base.
Different Dog is a UK artisan fresh dog food subscription founded in 2017 by husband-and-wife team Charlie and Alex Thurstan in Shropshire. Hand-cooked in small batches from fresh ingredients, the brand has B Corp certification and raised €11.7m in 2025 to expand production capacity in Telford. Also searched as Different.
Fera Pets is a pet health and wellness brand offering supplements and natural remedies for dogs and cats, sold direct-to-consumer online and through pet retailers. It positions itself in the functional pet supplement category, addressing needs like joint health, anxiety, and digestion. Fera Pets advertises across Meta placements to reach pet owners.
Finn makes personalized dog supplement subscription packs with premium DTC branding that feels more like a human wellness company than a pet brand. Based in New York, Finn targets millennial and Gen Z dog parents who value aesthetics and clean ingredients, competing on brand identity as much as product efficacy.
Forthglade is a Devon-based natural wet dog food brand founded in 1971 by Basil Palmer and Doug Wilkins, making it one of the UK's original natural pet food pioneers. All food is manufactured at its Okehampton factory using high-quality British ingredients. The brand achieved B Corp certification in 2025.
Front of the Pack (FOTP) makes vet-formulated dog supplements and air-dried food, distinguished by actually running clinical trials on their products — a first in the DTC pet supplement category. Co-founded by Christopher Wilkinson and Neil Hutchinson, FOTP targets analytical dog owners who demand evidence, not just claims. Also searched as Front.
FrontOfPack is an ecommerce brand in the food and consumer goods space, with a name suggesting a focus on front-of-package nutrition labeling or transparency. Specific details about its exact product line are not confidently known. It advertises on Meta placements as part of its direct-to-consumer marketing strategy.
Halo Pets is a pet food brand offering natural and holistic dog and cat food, treats, and supplements, sold through pet specialty retailers and online. It positions itself in the premium, ingredient-transparent segment of the pet nutrition category. Halo advertises across Meta placements as part of its consumer marketing.
Honest Paws sells CBD oils, chews, and treats for dogs and cats, positioned as natural wellness support for anxiety, pain, and mobility. The brand invested heavily in third-party lab testing transparency and educational content to overcome regulatory and consumer skepticism around CBD pet products. Also searched as Honest.
JustFoodForDogs (JFFD) makes human-grade whole-food dog meals backed by clinical nutrition studies and sold through DTC subscription and Petco pantry locations. Their open-kitchen retail concept lets shoppers watch meals being prepared, a powerful trust-building differentiator.
KatKin was founded in 2019 by siblings Brett and Nikki O'Farrell as the UK's first fresh cat food subscription. Vet-developed tailored meal plans are delivered frozen, with the company having delivered over 100 million fresh meals. KatKin raised $50m in Series C funding in December 2025.
Lily's Kitchen is a UK organic pet food brand founded in 2008 by Henrietta Morrison, initially to improve the diet of her own dog. Now owned by Nestlé Purina, it is distributed in major UK supermarkets and pet retailers alongside its DTC channel, and covers both cats and dogs. Also searched as Lily's.
Maev makes human-grade raw dog food in a bar format — pre-portioned, frozen, and designed with the aesthetic restraint of a premium skincare brand. Founded in Austin by Katie Spies, Maev reported 20% MoM growth and 92% first-box retention, attracting $9M in funding for its design-first approach to raw feeding.
Native Pet makes whole-food dog supplements in powder form — omega powders, probiotic blends, and joint support — using clean, recognizable ingredients. The brand targets pet parents who read labels carefully and reject synthetic additives, competing on ingredient transparency rather than flavor or format.
Nom Nom (now owned by Mars Petcare) delivers vet-formulated fresh meals for dogs and cats, backed by a proprietary microbiome research program. The brand differentiates on science and clinical validation rather than just ingredient quality, appealing to data-driven pet parents. Also searched as Nom.
Ollie was founded in 2016 in New York to deliver personalized, human-grade fresh dog food on subscription. The brand competes directly with The Farmer's Dog for the health-conscious dog owner segment and has raised significant venture capital to fund its high-spend growth model.
Open Farm was founded in 2014 in Toronto by Isaac Langleben and Jacqueline Prehogan to bring radical supply chain transparency to pet food. Every ingredient is traceable to its source farm via QR code on the packaging. The brand sells DTC, through Chewy, and in independent pet specialty retailers across North America.
Penelope's Bloom is a pet care brand selling grooming, wellness, and supplement products for dogs, sold primarily direct-to-consumer online. It operates within the growing premium pet care and pet supplement category.
PetLab Co. is a pet health and wellness brand selling chews, supplements, and dental care products for dogs, marketed heavily through direct-to-consumer digital advertising. It positions itself in the functional pet supplement category with products targeting joint health, dental hygiene, and skin and coat.
Petaluma is a pet food and pet products brand operating in the pet care industry, offering items for dogs and cats sold online and through retail channels. It positions itself within the premium pet nutrition and accessories category. Petaluma advertises across Meta placements to reach pet-owning consumers.
Petzyo is an Australian pet products ecommerce brand selling dog and cat food, treats, and accessories direct-to-consumer online. It targets pet owners seeking convenient online ordering of everyday pet supplies. The brand advertises across Meta placements to drive ecommerce sales.
Pooch & Mutt is a Brighton-founded health-led dog food and supplement brand, launched in 2009 by Guy Blaskey. It is sold DTC via subscription and through Pets at Home, with product lines built around specific functional outcomes including joint care, calming, skin and coat, and gut health. Also searched as Pooch.
Pure Pet Food is a West Yorkshire-based air-dried natural dog food subscription founded in 2013 by Daniel Valdur Eha and Mathew Cockroft. Made from locally sourced UK ingredients, the brand competes on natural provenance and strong subscription retention, backed by £15m investment secured in 2024.
Spot & Tango delivers fresh and air-dried dog food via subscription, targeting pet parents who want human-grade nutrition without full raw-food complexity. Their UnKibble format — air-dried into a kibble-like texture — bridges conventional and fresh feeding, making the brand uniquely accessible. Also searched as Spot.
Sundays for Dogs was founded in 2019 by Tory and Michael Waxman — Tory is a veterinarian — to create the simplest healthy dog food upgrade possible. Their air-dried USDA beef food requires no refrigeration or preparation, positioning it as the bridge between inconvenient fresh food and nutritionally inferior kibble. Also searched as Sundays.
The Farmer's Dog was founded in 2014 by Brett Podolsky and Jonathan Regev after Brett's dog recovered on home-cooked food. The brand delivers personalized, USDA-compliant fresh dog food on subscription and became famous for their 2023 Super Bowl ad 'Forever,' a tearjerker about a dog's whole life with its owner. Also searched as The.
V-dog is a brand of vegan dog food and treats made from plant-based protein sources, sold online and through pet specialty retailers. It positions itself within the plant-based and alternative-protein segment of the pet food category. V-dog advertises across Meta placements to reach pet owners seeking vegan pet nutrition.
We Feed Raw is a pet food brand offering raw and minimally processed meals for dogs and cats, sold direct-to-consumer online with subscription delivery options. It positions itself in the raw and species-appropriate feeding segment of the pet food industry. We Feed Raw advertises across Meta placements to grow its subscriber base.
Wild Earth makes fungi-protein dog food using koji as a sustainable, complete protein alternative to meat. Founded by biohacker Ryan Bethencourt and featured on Shark Tank, the brand targets eco-conscious pet parents who want to reduce their dog's carbon pawprint without sacrificing nutrition.
YuMOVE is the market-leading dog joint supplement brand from Lintbells, founded in Hertfordshire in 2006 by Dr John Howie and John Davies. With 84% vet recommendation rate and 20 years of research, it is sold DTC via subscription and through veterinary practices and pet retail.
Zesty Paws is one of the best-selling dog supplement brands on Amazon, with tens of thousands of reviews per SKU. Acquired by H&H Group for $610M in 2021, the brand built its dominance through Amazon algorithm optimization and review velocity before layering in Meta DTC advertising and major retail expansion. Also searched as Zesty.
The best ads show the pet. Close-ups of a dog eagerly eating, before-and-after energy stories and owner testimonials set the emotional hook. The Farmer's Dog and Ollie sell personalized fresh food by subscription. Nom Nom pairs vet-formulated meals with a data-driven pitch, and JustFoodForDogs leans on whole-food meals backed by clinical nutrition. Open Farm stresses ethical sourcing and traceability, and Spot & Tango offers fresh and air-dried options for owners who want human-grade nutrition with less complexity. Common formats include unboxing and first-meal videos, ingredient close-ups, vet endorsements, quiz-led personalization and starter box offers. When researching, note how each brand justifies a higher price. Do they use ingredient transparency, vet credentials or lifestyle? Also compare how they handle picky eaters, a frequent objection.
The trigger is usually a concern: a picky eater, digestion issues, an aging dog or a new puppy. Ads that name that concern, explain the nutrition and show a happy animal tend to resonate. Personalization through a quiz or vet input helps owners feel the food fits their pet. Mistakes to avoid include unsupported medical claims, shaming owners who feed kibble, and hiding the price and subscription terms. Pet health claims can be regulated, so keep language factual. Use AdLibrary to compare how the leading brands frame value, which hooks run long and how creative differs by dog or cat. Then test a message built on one clear owner worry, one proof point and a low-risk starter offer. Save the strongest examples to build a reference file for your team.
This directory lists 31 brands, including The Farmer's Dog, Ollie, Open Farm, Spot & Tango, Nom Nom and JustFoodForDogs. They focus on fresh, human-grade, traceable or vet-formulated food for dogs and sometimes cats. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
They combine emotional pet footage with ingredient proof. Typical creative includes first-meal reactions, owner testimonials, vet credentials, personalization quizzes and subscription starter offers. Review current ads here to see which hooks they keep running. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
Common ones are price, picky eating, portion control and trust in ingredients. Strong ads show the process, explain sourcing or vet formulation, and make subscription terms clear. Compare how Open Farm and Nom Nom handle these in their creative. Search these brands in AdLibrary to compare their running ads, hooks and offers side by side.
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