Identity and packaging refresh targets modern, health-conscious pet parents and resets the like-for-like pet care aisle
Today, leading pet food and health brand Pooch & Mutt unveils a major identity and packaging refresh, repositioning the business as the trusted experts in dog wellbeing ‘for all breeds & needs’.
The new positioning reintroduces Pooch & Mutt as the brand that’s there for all chapters of a dog’s life, from puppies through to seniors, anxious rescues to those with sensitive digestion or joint troubles.
Pooch & Mutt’s new look breaks the mould in the pet care space. Whilst many brands push a single feeding philosophy, Pooch & Mutt offer a mix-and-match approach: offering an array of wet and dry complete foods, and grown-up advice so owners can choose what’s right for their dog now, and as needs change.
Paul Dennison, CEO of Pooch & Mutt, comments “This refresh isn’t about changing who we are, but bringing what we’ve always done front and centre. We’ve always been a supportive pet food brand, but our new identity and packaging make that support much clearer at a glance.
For customers, the pet food world can be overwhelming, and recommendations are currently very black and white. We’re proud to play in the grey area, as we understand pet ownership isn’t the same for everyone. Dogs (like us humans) 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 pet care can and should look like, and we’re excited to showcase that to the world today” Dennison concludes.
A significant packaging overhaul has taken place to boost shelf standout and simplify shopability both in-store and online. Packs now feature colour-coding by range and flavour, alongside front-of-pack functional benefits and hero ingredients, to boost transparency and make shelf navigation and cross-shopping easier.
A number of key products feature a transparent window front of pack, allowing shoppers to see if the kibble or treat is size appropriate, with some tailored specifically for smaller breeds.
A refreshed cream and blue Masterbrand palette takes centre stage, for a more premium look and feel, and a new logo introduces ‘Penny’, replacing the singular ‘Patch’. This plays into key messaging that Pooch & Mutt is not just for one type of dog, but for all. Patch and Penny sit among a whole pack of different dog breeds on the Direct to Consumer (D2C) side and in other marketing channels.
Lastly, refreshed imagery shows the raw, unfiltered reality of pet ownership in home settings, stepping away from the previous studio style.
Alex Strange, Sales Director at Pooch & Mutt comments: “Our existing shoppers are incredibly loyal, so being honest, I was a little hesitant about such a big visual change at first. But every decision has been made with them and our retail partners in mind.
The new look makes the range much easier to navigate on shelf, meaning in a retail space we have even greater standout in a crowded category. It helps customers easily shop between ranges, drives bigger baskets from health-conscious owners, and strengthens a brand that genuinely supports them” Stange concludes.
Pooch & Mutt’s growing panel of in-house specialists including vets, behaviourists and microbiologists guide everything from product development, claims and educational content. Their expertise has been instrumental in expanding the brand beyond food into science following the company’s acquisition of BIOME9 last year.
Looking ahead, 2026 will see a flurry of new product launches across meals, functional treats and more.
The new identity and packaging rolls out from today across Pooch & Mutt’s D2C site and marketing. Retailers such as Tesco, Sainsbury’s, Amazon, Ocado and Pets at Home will begin rolling out the refreshed products in a phased approach from mid January.
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