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Our story.

Made Different from the very beginning.

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2,384 reviews on

Meet Alex & Charlie.

Our founders, Alex and Charlie, saw first-hand what goes into the usual processed dog food. It's not pretty. And it's far from nutritious. So we set out to do everything differently with fresh, nutritious meals they can trust. Real ingredients, real care and no shortcuts. Because when your dog is properly nourished, they thrive.

Brighter, healthier, waggier

And who doesn't want more of that. That's who we are.

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THE JOURNEY

How we got here.

A whole decade of doing things differently.

2016

The wake-up call

Charlie is working in the pet food industry when he sees behind the curtain. Ultra-processed ingredients, fillers, fake 'meat' – the whole machine designed for convenience, not care. It doesn't sit right. So he walks away and heads home to Alex, asking the question that changes everything: what if we just cooked for our dog like the rest of the family? Real ingredients, gently cooked, the kind of meal you'd make for someone you loved.

2016

First chief taste tester is hired

Their dog, Crumble, becomes the first taste-tester. More wags, shinier coat, better poo. It all makes sense. Soon they're cooking for Crumble's friends too. When their owners clock the difference, something clicks. These dogs weren't just eating better. They were, quite literally, different dogs. And just like that, a name was born.

2017-2018

The recipe deep-dive

Perfecting dog food is harder than it looks. 150 recipe tweaks, one patient nutritionist (Bianca) and one vet (Alison) later, Chicken Casserole emerges victorious. Still on our menu today. Still a customer favourite. Still the meal that starts it all. The kitchen is bursting at the seams. Alex and Charlie's little operation is about to get a whole lot bigger.

2019

We make it on telly

Our TV debut on Channel 4 with Claire Balding at Crufts is the moment everyone catches the scent of what fresh dog food can really do. The customers come flooding in, the walk-in freezer arrives, and the AGA at home can finally take a well-deserved nap.

2020-2021

Getting clever

We extended the kitchen (the chefs were very happy) and built a team of specialists. Then Bianca and Alison do something radical: Health+ recipes, a first in the industry. Tailored meals for tailored needs – kidney support, heart health – no more guessing games.

2022-2023

The movement grows

More recipes (13 and counting), more customers, more honest conversations in our community about digestion, energy, whether their dog's being a diva about dinner. We're not just a business. We're a movement (B-Corp status to boot). And people keep telling us: you've changed our dogs' lives. And ours too.

2024-2025

From scrappy to scaled

Every month, our chefs slow-cook for thousands of dogs. Still no shortcuts, still that same love-infused care. We're 110 people now, outgrown two kitchens. But never our purpose.

May 2026

Made Different.

After a decade and 20,000 dogs, we've given it a name and a new look. Because different deserves to look different too. A fresh visual identity that matches who we've become – a movement centred on real food, real care and dogs thriving. Made Different: dogs thriving, parents confident, feeding your dog feeling simple again. Because you know you're doing the very best for them, every single day.

Time for your dog to be Made Different.

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