This startup raised £1.1M to scale insect-based dog food

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This week, we have the pleasure of chatting with Harry Bremner, founder of Tuggs. Discover how this UK startup is shaking up pet nutrition with insect-based fresh meals.

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Interview with Harry Bremner, founder of Tuggs

What was the initial spark that led you to insects as a protein source?

In 2017, I read an article about new EU legislation allowing insects to be used for aqua feed. I was in my third year at the University of St Andrews and had already started a couple of businesses. The article intrigued me. My flatmate and I started debating: why wouldn't we eat insects? Crustaceans are essentially insects of the aqua world, with lobsters being considered delicacies. That kicked off the idea.

At first, I thought about using insects to feed Scottish salmon farms, but it turned out the scale was too big - I feel like I would have needed £10 million from the get-go to produce at scale. At 24, without industry experience, it just wasn’t feasible. Then, during my master's at UCL, I learned more about the pet food industry. I read a paper showing that pet food contributes to up to 30% of carbon emissions related to food production in the US. That could easily translate to the UK market.

That’s when I pivoted to insect-based dog food.

Back then, no one was doing this. What made you stick with it?

Even now, I think technically Tuggs is the only company in Europe making fresh dog food with a mix of insects, meat, and fish. There are others doing insect-only food, but I take a different view on how insects should be integrated into feed products. I don’t believe we can or should eradicate livestock production entirely. It’s not feasible. Therefore our commitment is to reduce reliance on livestock whilst using innovative proteins without compromising on nutritional quality.

According to the UN, we need to create more food in the next 50 years than has been created in the entirety of human history. Insects can form part of the solution. Not necessarily for human diets everywhere, but certainly for dogs, poultry, and so on.

What does the product look like today?

We make frozen fresh food that I like to say looks almost like haggis in the bowl - it’s a soft wet food that comes in pouches. It’s kept frozen and lasts five days in the fridge once defrosted. We’ve just launched new packaging with stand-up pouches and tear tabs - one of our biggest upgrades to date.

Was there a specific dog that inspired the brand?

I grew up with two black labs, but there’s no dramatic founder story. Many brands have those, “my dog was ill, so I made this food and saved their life.” That wasn’t me.

This was more of a business opportunity: I saw a gap for a really healthy, sustainable product that was good for dogs, and I wanted to build it.

You raised £1.1 million last year. How is growth going?

We launched two and a half years ago, with sales growing 300% last year and we’re on track to grow by 250% again this year. This year, we also moved our entire manufacturing operation to the UK (previously it was in Italy), which has improved our margins and product control. It was difficult finding someone who could make this kind of fresh food here - almost all UK manufacturers only make kibble or tinned food.

Now we’re working with Red Tractor-certified suppliers as well as validating the carbon emissions saved through using innovative proteins in our recipes in order to quantify our impact. Initial calculations suggest we are saving up to 46% emissions in our recipes as a result of using insects.

Is it hard to convince people about insect-based protein?

Before launching I surveyed hundreds of potential customers. When asked if they’d buy an insect-based dog food, most said no, but not because of the “ick” factor. It was lack of education.

But when I asked if they would purchase a dog food where the product included meat and insects, they were more open. And if we could validate health benefits? Overwhelmingly yes. That’s why we did trials with Glasgow University and breeders like Mordor Gun Dogs.

The key isn’t shouting about sustainability, it’s about health and quality first. Consumers want the best for their dogs. Sustainability is important, but secondary, to them.

What’s your view on all the claims in the pet food space, like “hypoallergenic” or “fresh”?

We spent six months on research trials to validate what we were doing. But I was surprised by the lack of regulation. You can say “hypoallergenic” or “fresh” with no real oversight.

For me, “fresh” means minimally processed. But now you’ve got brands saying “pantry fresh” or “fresh kibble,” which doesn’t make sense. It’s misleading, frankly.

The premium pet food space is crowded. How do you stand out?

It’s difficult. We focus on having the best possible product at a price point people are willing to pay. That’s our differentiator.

What’s next for Tuggs?

We’re expanding our fresh range, adding new recipes and pouch sizes. We’re also exploring supplements, as things like gut health are a big consumer focus.

We launched a concept treat with MicroHarvest using microbial protein, and we’re developing other products using different insects, like crickets. We even had to import human-grade mealworm to make our air-dried venison treats, apparently the first British company to do so.

We’re also looking into fungi-based proteins. The challenge is, these ingredients are harder to work with. It takes longer to get the recipes right, but that’s where innovation lies.

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