Sales have soared at gut health-focused cat and dogfood challenger Scrumbles, as its prebiotic products chimed with consumers’ preoccupation with pet health.
Scrumbles’ revenue leaped 68% to £28.3m in the year to the end of May 2026, as a “step change” in the brand’s catfood business was driven by the launch of its new prebiotic, recyclable catfood pouches in Tesco, Sainsbury’s, Waitrose and Pets at Home.
The premium brand grew its pre-tax profits by “triple digits” as it leveraged its growth in scale while managing relatively flat overheads, according to co-founder Jack Walker.
Scrumbles is now distributed in 25% more stocking points than it was in May 2025, though DTC remains its fastest-growing sales channel.
Weekly sales have now exceeded £1m, as Scrumbles’ momentum carries forward into the new financial year.
“Scrumbles has a unique strength in the category as one of the only brands who has successfully created real equity in both cat and dogfood,” said Walker.
“This coming year we’ll be building on the momentum in catfood, having recently launched 40-packs, and are looking forward to expanding into another new format for Scrumbles in 2027 in dogfood.”
Sales of Scrumbles’ new catfood pouches were “especially incremental”, with 82% of consumers buying the product entirely new to Scrumbles, according to Shopify statistics for the 52 weeks ending 1 July 2026.
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