good enough to eat

why we're different

1. Our ingredients are the best

ruff! only uses human grade ingredients. It's absolutely GM-free with NO artificial colours or preservatives.

Our food is hand prepared and produced. We use fresh natural ingredients and cook them gently as to keep as much of the nutrients in. We take the hassle out of home cooked food for your pet, but keep in the goodness.

We don't put any yucky bits in our food – only human grade ingredients. If it’s not good enough for human consumption, it’s not good enough for our food.

2. We make our food with love

ruff! does not have any rendering process, nor does it use any questionable animal by-products.

We only make stuff for our furry friends, so we don't use any waste products left over from making human food.

3. We do everything we can for the environment

Here at ruff! we’re not just passionate about our furry friends. We’re also doing our bit for the environment too. Ruff! is a young company building solid stepping stones to help us accomplish our dreams, while making our food to the highest standards and reducing our environmental impact.

We do our best to get ingredients from the UK, especially local suppliers. We also go out of our way to source grass fed or free range supplies. If we use eggs, they’re free range.

We try and use as little packaging as possible and are always looking for better ways. Ruff! does not use unsustainable palm oil.

4. Our ethics are important to us

ruff! will NEVER unethically test food. We believe that with the help of veterinary surgeons, food scientists and constant monitoring we do not require any laboratory animal testing.

First we set out our recipe, then our food boffins make sure it is completely nutritionally balanced using ingredients not supplements, then we ask trusted vets to check it. ruff! wants its products to get to your pet in the shortest time as to keep the freshness. We only make small batches to ensure that we never have any food hanging around.

AND only if they are both tickety-boo will we get others to have a nibble. Then we get our heads and tails together and make sure it is the best meal we can produce for your furry friends to enjoy.

5. We’re dog owners too, and we want to hear from you

Our meals provide a variety of tastes, textures, smells and sights to tantalise our furry friend's senses.

We like to listen to our customers, both four-legged and two. Let us know about your ideas on other things we can do to help improve our planet, our products, and what we do.

We take total pride in our produce. It's understandable some of us feel dog tired at the end of the day…

Take me to the top!