__________________________________________________________________________________________________ Pooch
& Mutt
Dog owners have spent years embracing ideas borrowed from human wellbeing. Digestive support, functional ingredients, preventative care, and personalized nutrition are now part of everyday conversations. Paul Dennison sees cat owners starting to ask the same questions and look for similar solutions.“ Today’ s cat owners are more informed, more health-conscious, and more proactive. They want preventative care and products that help their cats stay healthy and thrive for longer.”
Historically, the cat category lagged behind as innovation focused mostly on dog nutrition, where functional benefits were easier for owners to understand. But that gap is closing fast. Today, cat owners expect the same science-backed, transparent approach they see in dog food, and they’ re eager to choose brands that can deliver.
The shift has become a defining priority for Paul since taking the role of Chief Executive Officer at Pooch & Mutt in 2025. Having joined the business as Commercial Director in 2019 before progressing to Managing Director, he has helped steer the company through a period of expansion that has taken it well past its origins in dog nutrition.
Founded in 2007, Pooch & Mutt began with a focus on health and supplements before expanding into treats, complete foods, and wellbeing products. Today, the business operates across direct-to-consumer channels, Amazon, supermarkets, and pet retailers as part of the VAFO Group.
Growth has broadened the product range, but it hasn’ t changed the company’ s core thinking. Paul puts it this way:“ Pooch & Mutt started with a simple belief: pet owners deserve brands that truly put health first. Over the years, we’ ve built one of Europe’ s most trusted wellbeing focused pet nutrition businesses, supported by experts in nutrition, veterinary science, and microbiology. That foundation let us expand from functional treats into complete wet and dry foods, supplements,
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