The Nutriment Company (TNC) has launched DIBO and its 48-product portfolio into the UK pet nutrition market. The new brand replaces Totally Natural Pet Products acquired by the company in April 2024.

DIBO aims to build on the success of Totally Natural Pet Products, which started life in the butchery industry before building up 30 years of experience in high-quality raw dog nutrition.

The new portfolio of freeflow raw dog food products is designed to be convenient to portion and feed whilst also providing owners with feeding freedom by being suitable for full meals, mixing with other foods or for use as topper food. 

The portfolio offers an impressive 48 products across two ranges for pet owners to choose from. The ‘Freeflow Meat’ range features protein combinations of beef, duck, chicken, tripe, venison, goose, lamb, salmon, and more, whilst ‘Freeflow Menu’ provides protein sources enriched with carefully selected fruit and vegetables. Ingredients are naturally high-quality, premium ingredients which are biologically appropriate, protein rich, and free from artificial ingredients. 

“We’re very excited to introduce DIBO to the UK market with its commitment to uncompromising quality and impressive product portfolio sure to satisfy the requirements of health and happiness-conscious pet owners nationwide,” comments Ryan Winwright, Head of UK Marketing Operations at Nutriment. “At the heart of the DIBO brand is the strong belief that our dogs deserve the absolute best when it comes to their nutrition, and when it comes to quality meat, the butcher knows best.”

Part of the launch has involved a rebrand of packaging and sales materials to encompass the origin and ethos of the brand. Its strong new identity is inspired by a traditional butcher, with a crafted aesthetic and feel to resonate with the authenticity of the brand.

Available from May 2025, TNC will be providing trade partners with a full suite of sales tools to successfully launch DIBO in their sales spaces. This will include brand new, branded upright and chest freezer deals and accompanying stock, engaging POS materials which are wholly focussed on customer connection, a digital asset portfolio, and dedicated support from The Nutriment Company sales representatives.

This latest brand launch follows an incredible 12 months for The Nutriment Company, which has made a series of strategic acquisitions and investments to even further strengthen its portfolio of quality raw pet nutrition brands. These have included the acquisition of Bulmer Pet Food (UK), The Dog’s Butcher (UK), Puromenu (Spain) and BAF Petfood (Germany). 

For more information email info@dibodog.com.