Collection: New in 2026

We add things slowly.

Every product on this page has been through the same test: it has to work for a real dog or a real cat, sourced from a producer we're happy to name, priced somewhere our customers can actually afford. Some are extensions of categories we already know well — new formats, new sizes, new recipes from makers we trust. Others are new to us entirely and took months to bring in.

If something isn't here, we're either still trialling it or it didn't earn its shelf space.

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