UK fresh dog food company Tuggs has secured its first major retail partnership with Jollyes. The brand’s' fresh meal recipes are now available across Jollyes stores nationwide, spanning locations from Edinburgh to Hailsham.

The partnership represents a landmark step for the UK startup, which launched in late 2022 with a mission to tackle two of the pet industry's biggest problems: the poor nutritional quality of commercial dog food and its significant environmental footprint. Tuggs' recipes are made from fresh, natural ingredients with sustainability built into every step of the process.

The timing reflects a growing awareness among UK dog owners of the link between diet and long-term health. Research suggests that dogs fed fresh food could live up to 32 months longer than those fed commercial dry food – a statistic that has driven rapid growth in the fresh pet food category. 

With over half of UK dogs currently suffering from obesity or other diet-related health issues, Tuggs believes access to better food should not be limited to online-only shoppers. 

Founder Harry Bremner  said: “Seeing Tuggs on a real shelf for the first time is something I’ve been looking forward to for years. But what makes this partnership special is that Jollyes genuinely shares our belief that dogs deserve fresh, properly made food. 

“They’ve invested in frozen capacity, they’ve committed to growing the fresh category, and they’ve backed a small startup like us to be part of that. Our subscription model is still the heart of what we do, but we know it’s not for everyone. 

“Consumers have long been telling us they want a way to try Tuggs without that commitment, whether that’s picking up a few pouches to see what all the fuss is about, grabbing one for a friend’s dog, or topping up between deliveries. Now they can. This is a huge milestone for Tuggs and we’re proud to begin our retail journey.”

All recipes are developed by vet nutritionist Katie McCaul BSc DipNat VN ANutR, backed by a network of independent vets, and have been rigorously tested to ensure every dog gets exactly what they need to thrive.

Founded after Harry began researching the dog food industry and was struck by the scale of its carbon footprint and the lack of genuine nutritional rigour in commercial products, Tuggs has grown from a kitchen-table idea to a brand trusted by over 10,000 UK dog owners – and this retail partnership marks the next chapter of that journey.