As we see increasingly crowded shelves and countless premium products in the pet food industry, consumers are faced with more choice than ever. Building a brand that genuinely stands out takes more than a good product; it takes a clear purpose, an understanding of what pets and their owners need and empathy for the experience of choosing what is best for them. The story of Hipaws begins with all three.
Founded from a desire to make better choices for pets easier, the concept behind Hipaws was born when our founder struggled to find pet food in the UK that met her expectations for quality and simplicity. Faced with complicated ingredient lists and products containing ingredients she hadn't expected to find in premium pet food, she saw an opportunity to do things differently.
For many pet owners, the same concerns are familiar. We think carefully about what we eat ourselves and increasingly question unnecessary processing, fillers and additives. Naturally, those questions extend to what we feed our pets. When an ingredient list feels unnecessarily complicated or contains ingredients we don't understand, it can create uncertainty about whether we're making the right choice.
That is why Hipaws was built around the philosophy that feeding pets well shouldn't be complicated. Fresh feeding can offer a simple ingredient proposition, but it can also bring practical challenges around storage, preparation and longevity. We wanted to find a solution that retained the benefits of simple, nutritious feeding while fitting more easily into everyday life. Freeze-drying offered a convenient, shelf-stable format that helps retailers introduce simple ingredient-led products without the storage and handling requirements associated with fresh or raw feeding.
But while our products are at the heart of the business, Hipaws has always been about more than what's inside the packet. We're building a brand with a clear identity, a strong relationship with its customers and a genuine commitment to the retailers who help us reach them.
Building a brand people can believe in
Our founder was, published in August 2026, found that 10% of pet owners report feeling overwhelmed by conflicting guidance, 9% find online information confusing and 7% report difficulty understanding ingredient labels.
Research from the University of Glasgow reinforces the importance of this issue. A survey of 520 UK dog and cat owners found that 65.48% considered ingredients an important factor when choosing pet food, making it the most commonly cited consideration. The study also found that 39.34% specifically wanted natural food.
These findings reflect the experience that led to Hipaws in the first place. Pet owners aren't pet nutritionists or food manufacturers. They shouldn't need specialist knowledge to understand what they're buying. The message for brands and retailers is clear: when consumers are faced with an overwhelming number of choices, making nutrition easier to understand matters. They need clear information, transparency and confidence that the product they're choosing is doing what they expect it to do.
Hipaws is built by pet owners who have been on the other side of that decision. We understand what it feels like to stand in front of a shelf, comparing products and trying to work out which one is genuinely right for your pet. That shared experience continues to influence how we develop our products and communicate with our customers.
We don't believe premium pet care needs to feel complicated or exclusive. It should feel accessible, reassuring and relevant to everyday life.
Growing together with retailers
For an emerging brand, getting onto a retailer's shelf is only the beginning.
Freeze-drying offered a convenient, shelf-stable format that helps retailers introduce simple ingredient-led products without the storage and handling requirements associated with fresh or raw feeding.
As we grow, we're investing in our products, our brand and our presence within the pet trade. Our ambition is not simply to add more products to an already crowded market. It is to build a recognisable freeze-dried proposition that gives retailers a coherent, easy-to-merchandise range and gives pet owners clear reasons to return.
What's next for Hipaws?
In September 2026, Hipaws will launch two new single-ingredient products: Freeze-Dried Prawns and Freeze-Dried Duck Breast. The additions give retailers more choice within the treat and topper range while remaining consistent with Hipaws’ simple ingredient-led proposition.
We're also bringing the next chapter of our story to PATS 2026.
As our first trade show, PATS represents an exciting opportunity to meet the retailers and pet professionals who are helping shape the future of the industry. We want to answer questions, demonstrate our products, talk openly about our approach and, most importantly, start building the relationships that will support the next stage of Hipaws.
If you're attending the show, come and meet the Hipaws team at Stand C20. Whether you've heard of us before or are discovering the brand for the first time, we'd love to introduce you to our range, talk about our plans for the future and explore how we could work together.
We're ambitious about the future of Hipaws. But the principle behind the brand remains simple: make products we believe in, build relationships that last and make better pet nutrition easier to choose.
Discover Hipaws Today: https://hipaws.co.uk?utm_source=pats26&utm_medium=website&utm_campaign=article1
