Pooch & Mutt’s bestselling range of premium treats were featured on XFM Breakfast Show. The presenter had a laugh when a listener offered the pet company as a contender for their ‘Pretentious Products’ feature.

Jon Holmes encouraged listeners to root through their household items for products with luxurious ingredients and extravagant names. The presenter cried ‘It’s only dog food!’ when a listener explained her parents feed their dog Pooch & Mutt’s ethical, natural, low-calorie, gluten-free, hand-baked dog treats! The clip can be viewed here.

Pooch & Mutt’s growth and success has highlighted the increasing demand for natural and ethical products in the UK dog food industry. Dog owners are becoming increasingly aware of premium ingredients, ethical accreditation and the health benefits of the products they feed their dogs. The British public want to know exactly what is in the dog food they are buying, as many dogs are viewed as an important member of the family.

But this XFM listener wasn’t the only one who thought Pooch & Mutt were a bit too pandering to dogs.

Pooch & Mutt were also spotted in Buzzfeed’s “The 31 Most Middle-Class Things That Have Ever Happened” making it to number 18.