so, why fettle?
We created fettle after recognising a severe lack of trust behind many of the highstreet brands we all know and love. As dog dads who live very active lives; we always struggled to find products that were both nutritionally complete and convenient for our four legged companions needs.
say hello to alex & winnie
I’ve always felt a deep connection to the countryside and thrived on an active lifestyle. My parents encouraged me to try new things, so you'd often find me picking up a new sport in the evenings, whether swinging clubs on the golf course, practicing shots at badminton, or playing tennis with my brothers. No matter the activity, the day always ended with a solid, traditional meal, typically the classic meat and two veg.
Staying healthy has always been crucial for me because, honestly, without our health, what do we really have?
When it comes to our beloved pets, cats have been part of our family for years, but everything changed when my partner Madelyn and I welcomed Winnie, our working cocker spaniel, in April 2023. Before we even brought her home from the breeder, we dived into every dog forum, Facebook group, and YouTube channel we could find to uncover the best ways to care for her. The amount of information out there is simply overwhelming!
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i plan to delve deeper into this journey in a future blog post. but one thing became clear right from the start: the advice from so called nutrition experts can be confusing and sometimes misleading. i believe in keeping things straightforward and transparent. i’ve always been mindful of what i eat, and i apply the same philosophy to everything we do at fettle.
we commit to 100% natural, human-grade whole foods - ingredients you can easily recognise, nothing that sounds like it’s concocted in a lab. and the best part? all our choices are made to benefit our four-legged friends.
in October 2023, with just £300 for two secondhand stainless steel catering tables and a credit card, Taylor and Alex founded Fettle. Inspired by the word 'fettle', which means a state of health and well-being, their mission is to provide every dog and cat with the recipe for a happy, healthy life without compromise.
meet taylor & digby
it’s been a wild 25 years being me! i was brought up to always try new things, question everything, and take risks. i’m known in the family for having had more hobbies than body parts, but this has turned out to be my version of a swiss army knife.
my childhood’s fondest memories always included our pets, whether it was our ritual walks around the woodland with our family dogs, out in the airfields with our falcon brushing prey out of the bushes, or taking care of the household pigs! i’ve always questioned reality. i’ve never been able to understand how humans can just accept things at face value, this is why i’ve always gone into big industries that don’t often change and challenge them to think better, and do better.
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there is always something that needs improving, and we should never stop questioning. a simple truth that i always remember is that complexities always hides dirty truths (pet food ingredients for example!).
today at home, my household consists of 4 dogs (all rehomed/rescued), 2 cats, 2 rabbits and a dozen hens.
the ambition is keep on expanding the “herd”, with the aim of owning our very own cattle farm incorporating my other passion; regenerative agriculture.
all of our animals are fed species appropriate diets, and our dogs in particular enjoy a complete raw diet everyday, as do the cats.
we’ve always been great believers of prevention, not curing—i’d like to stay away from the vets… in the most polite way, they have been a very expensive kind of not useful.
i understand that the world may never quite see things through my lens, but i do hope that we can make the version they do see healthier, less complicated, and delicious for their pets.
What struck us most was the lack of straightforward, trustworthy products in the market.
this gap between what we wanted for our pets and what was available led us to create fettle. With Taylor’s passion for regenerative agriculture and Alex’s dedication to a clean, healthy diet, we were determined to translate these principles into pet nutrition.
Seamless integration into daily life
we craft products that blend effortlessly into your and your pet’s routine, because pet care shouldn’t be a chore.
Delighting the discerning palate
we believe that a pet’s enthusiasm for our products is the truest measure of their quality.
Clarity Above All
our ingredients list reads like a clear conversation, not a science experiment.
Specific NPD with reason
we don’t believe in launching ‘trendy’ products, just those that serve a real purpose.
fettle isn’t just another pet brand; it’s a piece of our lives. it embodies our belief that pets deserve the same level of care and consideration that we give ourselves. we invite you to join us on this journey, a step towards a world where pet wellness is personal, simple, and nutritious.
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What Our Happy Customer’s Are Saying
My two female cocker spaniels LOVED the goat milk for a drink, especially after a cold wet walk! Now the girls are on raw food they don't drink as much water as they did when they were on kibble so it's another way to get more fluids in them. Also absolutely love all the benefits of the goat milk powder & fab amount of product for money.
Chloe Elizabeth Barker
verified buyer
I can’t praise this company enough. I ordered Pumpkin, goat and seaweed & Kelp powders. My dogs love them all especially the pumpkin and goat. They lap up the goats milk every morning and can’t get enough of the pumpkin on their dinners in evening.
penny chisholm
verified buyer
So far the dogs enjoy the goat powder and the seaweed powder. Too early to mention any benefits as only been taking for about a week. But I think I’ll definitely be purchasing again. Both items nicely packaged and delivered quickly.
Catherine Buchanan
verified buyer