We follow the science.
We formulate with nutritionists, not marketers. Every ingredient is backed by research, included at an effective dose, and chosen for a specific health benefit. If it isn't supported by evidence, it doesn't make the cut.
About SMPLFounded 2023 · London
A note from our founders.
Why we built SMPL, and the standards we promised ourselves we'd hold to, even when no one is looking.
It started with a dog. She came into our lives with a wagging tail, a few quirks, and a stomach that struggled with almost everything we fed her.
We tried the vet, the tablets, every bag with a shiny promise on the front. None of it worked for long. Eventually we stopped blaming her and started reading the backs of the bags properly.
Most pet food is built for the shelf, not the dog: long ingredient lists, fillers doing the bulking, marketing doing the job the food should. Even the ones labelled "premium" weren't much better once you read past the front of the bag.
So we built SMPL instead. Fewer ingredients, nothing hidden, and a dog who's finally doing well on her food.
Thanks for being part of it.
The SMPL Team
12
Whole-food ingredients per recipe
95%
Of fresh-food nutrition retained
3 yrs
In formulation before launch
0°
Fridge or freezer needed
Six non-negotiables.
Not brand values. These are how we actually operate, every day, every product, every decision behind the scenes.
We keep it clean and minimal.
Your dog doesn't need 30 ingredients to be healthy, they need the right ones. No more than eight ingredients per formula, each whole-food, human-grade, and selected to do its job properly.
We're transparent, full stop.
We list every ingredient on the bag, why it's there, and where it came from. No blends that hide what's actually inside, no vague claims on the label.
We make it part of real life.
No fridge, no defrosting, no measuring out trays, just pour and go. The routines that actually stick with people are the simple ones, so that's what we built for.
We give back where it matters.
A portion of every purchase supports rescue dogs and shelters across the UK and Ireland. Plenty of dogs don't have someone doing this for them yet.
We care about the bigger picture.
We're working on sustainable ingredient sourcing and lower-waste packaging, one step at a time. Good food shouldn't cost the planet more than it needs to.
We follow the science.
We formulate with nutritionists, not marketers. Every ingredient is backed by research, included at an effective dose, and chosen for a specific health benefit. If it isn't supported by evidence, it doesn't make the cut.
We keep it clean and minimal.
Your dog doesn't need 30 ingredients to be healthy, they need the right ones. No more than eight ingredients per formula, each whole-food, human-grade, and selected to do its job properly.
We're transparent, full stop.
We list every ingredient on the bag, why it's there, and where it came from. No blends that hide what's actually inside, no vague claims on the label.
We make it part of real life.
No fridge, no defrosting, no measuring out trays, just pour and go. The routines that actually stick with people are the simple ones, so that's what we built for.
We give back where it matters.
A portion of every purchase supports rescue dogs and shelters across the UK and Ireland. Plenty of dogs don't have someone doing this for them yet.
We care about the bigger picture.
We're working on sustainable ingredient sourcing and lower-waste packaging, one step at a time. Good food shouldn't cost the planet more than it needs to.
Try SMPL. Your dog will tell you the rest.
COMPLETE & BALANCED NUTRITION●HUMAN-GRADE INGREDIENTS●30-DAY MONEY-BACK GUARANTEE●SHELF-STABLE · NO FRIDGE NEEDED●COMPLETE & BALANCED NUTRITION●HUMAN-GRADE INGREDIENTS●30-DAY MONEY-BACK GUARANTEE●SHELF-STABLE · NO FRIDGE NEEDED●