Different Dog goes crazy after TV exposure at Crufts
Different Dog, who cook different recipes each week by hand, with fresh natural ingredients such as Braised Beef, Chicken Casserole and Lamb Hotpot had a crazy time at Crufts after they were on live TV on Friday afternoon.
Claire Balding visited the stand and cooked with Beth, their head chef, and that created even more demand. “We just want to reach as many dogs as we can to enable us to do that. We're in about 40 independent retailers at the moment and looking for more," explained Co-Founder Charlie Thurstan.
“In my old job I got to look around factories where Pet Food was made and it was very eye opening for me and actually a little bit horrifying as well seeing the ingredients that went in and meat and animal derivative, cereals and fillers things like that. The process is extreme temperature, extreme pressure, stuff sprayed on at the end and I just thought well how about we do it completely differently.
"That's where the name Different Dog came from we just felt the dogs deserved something a bit fresher and a bit more natural.
"That actually was the start of an 18 month journey. We hired a vet and a nutritionist and we started experimenting trying different ingredients different processes. It was 150 versions of the recipe and process and then we got to launch the business in November 2017, so nearly 18 months and things have been absolutely flying ever since.”