mabel.
a slim yellow labrador who has never once missed a mealtime. patient, gentle, and quietly certain that every walk could be a little longer.
we're ben and emily heywood. by day we run milly grace, a seven-figure uk jewellery brand we built from scratch - so we already knew how to make a physical thing properly, pack it with care and get it to your door on time.
by evening, we feed the dogs. and for years that meant a cupboard we weren't proud of: a tub for joints. a tub for skin and coat. a tub of probiotic powder. a tub of multivitamins. a fifth tub whose job nobody could quite remember. and, behind them all, a bottle of fish oil. five lids, five scoops, five feeding charts - and not one label that said plainly how much of the useful stuff was inside.
one evening we lined the whole lot up on the counter and did the sums. some tubs were mostly filler. two of them overlapped. the shelf cost more every month than it had any right to. and we still couldn't answer the only question that mattered: what is mabel actually getting each day?
we already ran one business. mabel insisted on a second.
so we decided to make the thing we couldn't buy: one honest chew, with every working ingredient at a proper dose, printed on the label where anyone can read it. no mystery blends, nothing added for the sake of the marketing. if an ingredient can't explain itself, it doesn't go in the chew. cold-pressed so the good stuff stays good, made in the uk, and batch-tested so we can show our workings.
we're not a pet food giant, and we're not pretending to be. we're two people who make things carefully for a living, and two dogs who started the whole thing. the cupboard is much tidier now.
