While much of the pet industry continues to focus on direct-to-consumer growth, raw dog food challenger brand Meat for Dogs has taken a different approach – one that deliberately gives independent retailers advantages over its own website.

The strategy appears to be paying off.

Meat for Dogs was created with a simple mission: make raw feeding more accessible through straightforward products, straightforward pricing, and straightforward communication.

But behind the simple proposition sits a commercial model designed to support independent pet retailers.

Unlike many direct-to-consumer brands, Meat for Dogs does not offer new customer discounts and does not discount subscription orders. Pricing remains consistent whether customers purchase online or through a retailer.

The company has also structured its online offering to complement rather than compete with retail. While customers can purchase individual packs through stockists, online purchases are sold in cases of 16 packs, creating a lower barrier to entry for consumers visiting independent pet stores.

Similarly, customers must purchase 32 packs online before qualifying for free delivery – another area where physical retailers can offer greater convenience for first-time buyers wanting to try the product -especially as there is currently no minimum order quantity for stockists.

The approach comes at a time when many independent pet retailers continue to face challenges from online competition and increasing operating costs.

Rather than seeing retailers as simply another sales channel, Meat for Dogs has positioned them as a core part of its growth strategy.

The product itself follows a similarly straightforward philosophy. Recipes contain only meat, bone and offal, with no vegetables, supplements or unnecessary additions. By focusing on readily available ingredients and simplified formulations, the brand says it has also reduced supply chain complexity and improved consistency.

The result has been strong retailer interest since launch, with the brand securing listings across a growing network of independent pet stores throughout the UK.

As consumer demand for raw feeding continues to grow, Meat for Dogs believes there is still significant opportunity for retailers that offer expertise, convenience and personal service.

For Meat for Dogs, success isn't about choosing between online and retail. It's about ensuring both channels can thrive together.