Back in 2013, a small group of people came together to bring one vet’s idea to life. They set out to solve a problem at the heart of pet food: despite the overwhelming choice of one-size-fits-all food in the shops, there was never anything that could tick all the boxes. Long lists of mysterious ingredients on the label only made things more complicated – there had to be a better way to feed dogs right.

And so tails.com began, assembling a crack team of experts including vets, nutritionists and engineers (and their dogs) to develop a super-smart way to create a unique recipe for every single dog – yes, even yours. From your dog’s weird preference for whiffy fish smells, to that itchy skin condition, your dog’s tails.com recipe is based on information only you could know. Of course, it’s not just about the food. True to our original idea to help dog-lovers understand their doggo’s diet, our service includes one-to-one support for every customer.

We’re a team of dog lovers. We’ve got as many water bowls as coffee cups at our Richmond HQ, where every day is ‘bring your dog to work day’. We all joined tails.com to help people like us do the best for their dogs. Having so many dogs around keeps us focused on what matters – empty bowls, glossy coats and bouncy walks.

Our animal nutritionists and vets have over 30 years of experience in dog nutrition, our software engineers are from businesses including Amazon and LoveFilm, and our marketing and product teams have worked on other pet food brands, and for businesses including innocent drinks and graze.com. Our award-winning Customer Support team are from a wide range of backgrounds including Battersea Dogs and Cats Home and The Dog House.