What the Project is
Scrumbles: Natural Pet Food is a distinct project in the food products industry that champions natural pet food for cats and dogs. The range includes specially designed formulas for every age—from kitten and puppy food to senior options—and encompasses a variety of types such as dry and wet food, as well as tasty pet treats. The project’s ethos is simple: good health and perfect poops start with a happy gut. With every recipe enriched with pre, pro, or postbiotics and all-natural goodness, the focus is on transformation in pet nutrition. This unique approach was born out of real-life experience, when a smelly poop and loud toot sparked a journey into better pet care. The narrative behind the brand is as engaging as it is insightful, a natural blend of passion for pets and a commitment to ethical, sustainable practices.
Main Benefit
The main benefit of this project lies in delivering gut-loving, eco-friendly pet food that pets adore and owners trust. Key figures and facts underscore its success:
- B Corp score of 90.8, emphasizing ethical and sustainable practices
- Free delivery over £40 ensuring convenience for pet parents
- A broad range of options including gluten free, grain free, and high protein formulas for both cats and dogs
- Natural cat and dog food with pre, pro, or postbiotics for perfect poops
- Innovative subscription model that offers a 10% discount on regular orders with Subscribe & Save
Product Range Understanding
The product portfolio is as diverse as it is comprehensive. Under cat food, the brand offers age-specific formulas—kitten food for young cats, adult cat food for prime years, and senior cat food for the golden years—along with different types such as dry, wet, and a variety of cat treats. Dietary needs are also covered, including gluten free, grain free, high protein, hypoallergenic, natural, and sensitive stomach options. The same attention to detail is given to the dog food range. With puppy food, adult dog food, and senior dog food, plus diverse treat options like dental sticks for dogs, the selection caters to every pet’s unique needs. There is also a range of dietary choices for dogs, from gluten free and grain free options to low fat and even vegetarian dog food.
Sustainability and Ethical Impact
Scrumbles stands out with its eco-friendly approach. Certified as a B Corp—being one of the earliest pet food companies to achieve this—a strong commitment to ethical practices shines through every aspect of the project. The food is made locally using eco-packaging, reflecting a conscientious effort to minimize environmental impact and support sustainable production. ECO-FRIENDLY practices have been woven into the production process, ensuring that each bag of pet food not only nourishes furry friends but also contributes positively to the environment.
Brand Story and Journey
From a modest beginning involving a smelly poop and a loud toot in 2017 to a journey filled with cheesy selfies, the brand’s history is a fun ride of passion and perseverance. The Scrumbles story is told with genuine anecdotes—like the year of experimenting with recipes alongside expert nutritionists and a memorable stint on Dragons Den where a £60k offer was swiftly rejected in favour of staying true to the mission. The timeline is peppered with milestones: launching the first bags with names like Daring Dogs and Curious Kittens, bagging a retail listing with Ocado, and expanding into Pets at Home, Wholefoods, Amazon, and even big listings in Sainsbury’s, Tesco, and further. Occasional pauses and lighthearted moments, like break-downs of the Scrum-mobile, add a casual, engaging vibe to the brand’s narrative…
Community and Educational Outreach
A standout feature is the robust online presence, which includes an extensive “Learn” section filled with compelling content. Visitors can explore topics like the brand’s values, ethical sourcing, sustainability practices, nutrition, and pet care guides. The blog is a rich resource covering pet-specific topics for both cats and dogs, sustainable practices, and comprehensive guides—such as the Dog Food Guide, Cat Food Guide, and even a New Puppy Guide. A product quiz further personalizes the customer journey, guiding pet parents to the best food choices. This dynamic approach to education ensures that pet owners are not only purchasing food but also gaining insightful information to further enhance their pets’ wellbeing.
Project Impact
- SDG 3 – Good Health and Well-Being: Enhancing pet nutrition for optimal health
- SDG 12 – Responsible Consumption and Production: Eco-friendly production and sustainable packaging practices
- SDG 13 – Climate Action: Commitment to ethical practices and reduction of environmental impact
- SDG 8 – Decent Work and Economic Growth: Supporting local production and family-driven business values
Customer Engagement and Future Prospects
The project continues to evolve with a strong focus on customer engagement and innovative solutions. Casual yet informed communication resonates well with pet owners who appreciate the genuine, conversational tone found in the brand’s online platforms. Details like “SAVE 10% OFF REGULAR ORDERS WITH Subscribe & Save” and fun calls-to-action such as visiting the Product Quiz add a personal touch and encourage ongoing engagement. Casual language interwoven with dynamic storytelling helps bridge the gap between a traditional product offering and a vibrant pet community. The friendly narrative, peppered with moments of pause like “#SozzaDebs” and humorous anecdotes, invites the community to share in the journey—a journey from modest beginnings to a landmark initiative that continues to inspire change in the way pet food is produced, perceived, and enjoyed.
