Fast-growing petcare brand Pooch & Mutt has unveiled a major rebrand – its first since being acquired in summer 2023 by Vafo.
The revamp, which positions Pooch & Mutt as being “for all breeds and needs” of dogs, puts a refreshed cream-and-blue masterbrand palette centre stage. Packs also feature colour-coding by range and variant, alongside front-of-pack functional benefits and hero ingredients.
New logo Penny replaces the longstanding Patch – a change that underlined “key messaging that Pooch & Mutt is not just for one type of dog, but for all”, said the brand. Plus, refreshed imagery showed “the raw, unfiltered reality of pet ownership in home settings”.
The new identity began rollout today (19 January) across Pooch & Mutt’s DTC site and marketing. Retailers including Tesco, Sainsbury’s, Amazon, Ocado and Pets at Home are set to add the refreshed products in a phased approach from this month.
The refresh wasn’t “about changing who we are, but bringing what we’ve always done front and centre”, said Paul Dennison, CEO of Pooch & Mutt. “We’ve always been a supportive petfood brand, but our new identity and packaging make that support much clearer at a glance.”
For shoppers, the petfood category could “be overwhelming, and recommendations are currently very black and white”, Dennison added. “We’re proud to play in the grey area, as we understand pet ownership isn’t the same for everyone. Dogs have different tastes, and different needs and behaviours throughout their lives, which is why we offer products and advice for as many scenarios as possible.
“Our ambition is to be recognised as the distinctive, premium brand that’s redefining what petcare can and should look like, and we’re excited to showcase that to the world today.”
It comes after Pooch & Mutt grew value sales 55.5% last year on volumes up 88% [NIQ 52 w/e 6 September 2025] – having snapped up gut health testing tech firm Biome9 in February. It then launched a functional bone broth range for dogs in August, followed by a gut health testing kit and supplements for dogs.
In July 2023, Pooch & Mutt was taken over by long-term production partner and backer Vafo in “a multimillion-pound deal”. The European private-label group initially took a minority stake in the brand in 2020 and upped its ownership to 40% two years later.
No comments yet