Pets at Home launches ‘Ruff’s Recipes’ dog food

Pets at Home has released Ruff’s Recipes, its own brand of dog food for pet owners who are seeking natural, healthy feeding options.

The range takes its inspiration from British home cooking, featuring flavours such as ‘Chicken Casserole’, ‘Salmon Bake’, ‘Lamb Hotpot’ and ‘Duck and Venison Game Stew’.

All of its recipes are made from freshly prepared meat or fish, vegetables and vet approved herbs and botanicals, responding to a growing aversion to ultra-processed food for pets and humans alike.

The brand’s wet meal cartons, created together with Tetra Pak, use gentler steam-cooking methods to help preserve more vitamins and protein content while maintaining natural texture and flavour.

Pets at Home said the cartons can be stored at room temperature and can be resealed and stored in the fridge after opening to avoid mess or smell.

Ruff’s Recipes has launched in all of the company’s 450 Petcare Centres and online, including wet meals, dry food, wet and dry blends, treats and snacks and toppers.

This comes after a new survey by the pet retailer indicated that more than eight in ten UK dog owners (83%) said that their dog’s diet is just as important as their own, while more than half (55%) responded they wanted their dog’s meals to look and taste home cooked.

Nearly seven in ten (68%) respondents said they were already adding ‘superfoods’ suggested to humans to their pets’ main meals, including sardines (26%), bone broth (22%), blueberries (20%), greek yogurt (20%), turmeric (7%), kefir (6%) and chia seeds (6%).

Findings also suggested that seven in ten dog owners (71%) now check food labels for simple, whole-food ingredients.

The business said this reflects a cultural shift, as 76% of participants said they expect their dog food’s quality to match their own, 69% were worried about ultra-processed food and 50% said their dogs prefer whole-food, fresh ingredients.

It added that peoples’ desire for quality food is evident in their spending, as the average owner dedicates £33 per month to buying human food for their dogs and more than a third of those surveyed (35%) said that they would reduce their own food budget to uphold or enhance the quality of their dog’s meals.

Commenting on the launch, Pets at Home chief operating officer Anja Madsen said: “An exciting shift is underway in pet nutrition, driven by the same food values transforming our own plates. Growing discussions around ultra-processed food, ingredient quality and transparency that shape our diets are now influencing what we serve our dogs and cats.

“What we feed our pets is an extension of care. Ruff’s Recipes was created for this new mindset – delivering home-inspired, nutritious meals in a way that fits everyday life, and brings joy to every bowlful.”

Ivanna Skrypnichenko, marketing director at Tetra Pak North Europe, added: “As pet owners become increasingly focused on ingredient quality and nutritional value, how food is prepared and packaged matters more than ever.

“Our packaging is designed to help preserve the quality and taste of the products, while our gentle steam‑cooking methods support the natural retention of nutrients in the ingredients. As expectations around pet food continue to rise – with many owners now seeking the same standards they apply to their own meals – this partnership reflects evolving feeding habits and supports the drive for higher quality and nutrition in the category.”