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About Us
About Us
Our Mission
We’re turning our unconditional love for dogs into uncomplicated care. And that starts with what you put in their bowl. We were founded by a dog lover who were fed up with highly-processed, burnt brown balls being marketed as “natural” and “healthy”- so they decided to reimagine pet food from the ground up.
Using decades of pet nutrition research (and a little common sense), our founders worked with top vet nutritionists to create a fresh, convenient pet food service.
Our Story
It began with Pepper. Pepper was the most beautiful dog, but suffered from severe skin disorder issues when we relocated her from Australia to Singapore. Initially, we thought it was because of the change of weather, but after several trips to the vet, her skin lesions kept coming back. Her mum (aka our founder), Pam, also tried every food on the market. Nothing helped.
One vet suggested Pam try home cooking. So she decided to make it herself—food that gives Pepper the nutrition she needs with the convenience she needs. Seemingly over the next few months, Pepper was cured. Real Food, Real Results.
A Fresh Revelation
Pam realized that pet food marketing was masking an alarming reality, so she decided to build the company she wished existed for her own dogs.
Here’s what we did: We teamed up with canine nutritionists to develop cooking methods and personalized formulas. And we made it super easy for us humans with packaging that keeps it fresh, measuring the perfect portion and delivering it to our aka your home. Basically, we worked like dogs to make sure your pets could have the very best, because they are the best.
Why Fresh?
For as long as any of us can remember, we’ve been trained to feed commercial “dog food.” Over 80% of dogs will get some form of dental disease in their lifetime — roughly the same percentage who eat dry food. Nearly 60% are overweight or obese. Half over the age of 10 will develop cancer — but most won’t make it past that age to begin with. We’ve come to rely on pet food labels and what’s pictured on the bag or can, because the “food” itself - both in smell and appearance - has never been a very useful guide.
Neither is the bag, it turns out. A host of ingredient label tricks allow companies to mislead consumers, and numerous studies have found pet foods to contain ingredients not listed on their label, or missing those they claim to use.
While the picture on the bag suggests that the brown pellet inside was made with a gorgeous roast chicken breast, the reality can instead be diseased chicken parts, mixed with starchy fillers, and processed at temperatures known to produce carcinogens. And this can all be labeled “premium,”“natural,” and even “organic.”
Pet food should be…food.
We discovered that the key to our dogs’ well being was real food in their bowls — not simply pictures of it on a bag. And our customers constantly remind us about the wonders fresh food can do for dogs’ short- and long-term health.
Most of these dogs weren’t visibly “sick” or grappling with specific issues. But in some cases, a dog given weeks or months to live suddenly had a new lease on life.
The effects of this simple switch may seem like magic, but there’s no trick. It’s just the power of real food.
“Feeding our food isn’t about spoiling your dog or being fancy; it’s about recognizing that no natural digestive system — human, dog, or otherwise — is suited to highly processed food." Sniibbles CEO Pam
