Prior to the introduction of ultra processed pet food in the 1950’s, in the form of canned wet food and kibble, pets were fed diets of what their humans had in ready supply. Those ingredients were not typically fresh and served on the spot. BOOST Pet is here to ‘make pet food fresh again.’
BOOST Pet is more than just another pet food brand – it is part of a revolution, catering to a growing community of pet parents who want better for their furry companions – more nutrition, more transparency, and more accessibility, all without compromising on quality. So far, the customer demand has been remarkable.
Co-founders Liam Wylie and Patrick Nestel come from pet and retail management backgrounds respectively, the pair met in Australia where the fresh pet food category has existed for 20 years. In Australia, Wylie is somewhat of an industry pioneer. Initially working for a grocer managing the pet food category and overseeing much of the early days of the fresh pet food category, Liam then joined ‘The Real Pet Food Co’ which was at the time, the world’s largest Fresh Pet Food manufacturer.
After returning to the UK to be closer with family, Wylie could not believe the fresh pet food category did not exist in grocery yet and convinced Nestel to join him in making ‘fresh pet food accessible for all.’ So, the pair set up a factory from scratch to begin making the products themselves. This was the only way to deliver the most affordable fresh offer in the UK, a commitment that underpins the brands ethos.
Patrick Nestel, director of BOOST Pet said: “We realised there was a gap in grocery for fresh, wholesome meals that do not sacrifice value. Our goals and values have always been focussed around two things. We stand up for transparency within our ingredients and lean away from anything ultra-processed. If you read the back of pet food products in the UK, it is not uncommon for the ingredients to only add up to 60%, or products can be called chicken and only include 25% chicken…We take pride in the transparency of our ingredients, the only thing we don’t list is on our packs is water, which is typically 5-10% and used for product consistency. I think it is insane that people feed what are unknown ingredients to their pets. Pets deserve an honest diet, which is what we expect for ourselves, and that is what BOOST is all about.”
BOOST Pet has experienced impressive growth since the company started selling in May 2023 and attributes this to its unique selling point of delivering products within the fresh pet food category, a typically premium segment, at affordable grocery prices. The brand has grown from claiming no freezer space in stores to claiming over two hundred freezers in major retailers including Sainsbury’s, Tesco, Marks & Spencer’s, and others by Christmas 2024. Notably, BOOST Pet is the first frozen pet food brand to achieve this in UK grocery.
This uncompromising stance on quality has helped BOOST Pet carve out a loyal customer base, many of whom report noticeable improvements in their pets’ health, from shinier coats to better energy levels. Chris from Yorkshire commented; “My pup was bought up on rolls and canned food – so seeing the massive health, energy and coat benefits from BOOST when he wasn’t eating anything else made me the happiest dog owner.” But BOOST’s success is not just about the product – it’s about how the company delivers an all-around positive experience while prioritising accessibility.
BOOST Pet’s online business allows customer to one time purchase or subscribe, which is a departure from many online competitors who only allow subscriptions. This gives pet parents additional options in accessing the brand.
“Our customers want to know what they are eating and that their food is not ultra-processed, this applies to their pet’s food too. They know their pets are getting the best nutrition possible, and they do not have to think twice about what’s in their food. We take care of everything for them, from sourcing the best ingredients to delivering it fresh, ready to serve.” Nestel shares.
The company’s ability to blend their years of industry knowledge, commitment to value and prioritising their servicing on the supplying the supermarkets, has played a critical role in its success. While BOOST Pet has stayed true to its original mission, it has also remained nimble adjusting its offerings and business model based on real-time customer feedback and industry trends.
Looking ahead, BOOST Pet has ambitious plans to expand across the UK and beyond and is on a mission to make fresh, high-quality pet food more accessible to pet owners everywhere. “We’re just getting started,” says Nestel. “Our goal is to continue delivering fresh food that does not sacrifice accessibility to pet owners. It is all about improving the lives of pets and their owners, and we’re excited for what’s next.”
BOOST Pet food is not just a brand; it is part of a movement toward better pet care, where fresh, nutritious food is the new standard. Through its commitment to quality, sustainability, and innovation, BOOST Pet are pioneers in the pet food industry. With a rapidly growing customer base, exciting plans for the future, and a mission that resonates deeply with today’s pet owners, BOOST Pet is well on its way to becoming the household name.
