Pooch and Mutt unveils brand refresh

Pooch and Mutt has unveiled a full brand refresh, as it expands its focus beyond dog food into broader health and wellbeing.

Founded in 2007, the UK pet care brand said the rebrand reflects its growth into a business that supports dogs “of all breeds and needs” throughout every life stage. 

While its long-standing emphasis on nutrition remains central, the company has increasingly diversified into gut health testing, supplements, veterinary diets, enrichment products and expert advice.

The refreshed identity includes an updated logo, revised packaging and a redesigned website. 

Longstanding mascot Patch remains part of the brand, now joined by a new character, Penny, with both intended to represent the diversity of dogs and owners the business serves.

Packaging across the range has been redesigned to improve clarity for shoppers, with products colour-coded by range and flavour. 

The new packs use lower-density polyethylene, which Pooch and Mutt said is more widely recyclable than its previous materials.

The rebrand also introduces a clearer structure to the company’s product portfolio, which is now organised into five ranges. 

These include Wellbeing, Fresh, Superfoods, Primal and Veterinary, the latter encompassing the brand’s gut health tests and supplements developed with veterinary approval.

Pooch and Mutt said the changes are intended to make it easier for customers to navigate its growing product offering, while reinforcing its long-standing “Good Mood Food” philosophy.

The updated branding is now live across Pooch and Mutt’s website, packaging and marketing channels.

The company said: “This isn’t a new Pooch and Mutt, but a renovation. We’ve evolved to reflect how dogs are really cared for today, recognising that there is no one-size-fits-all approach.”