Free to use · Funded by Fettle
find what your
pet is missing.
The UK's only curated directory of specialist pet food shops. Every shop reviewed and approved by Fettle.
Why Properly Fed exists
we exist to make real food impossible to ignore.
The UK pet food industry has built a billion-pound business on ultra-processed, species-inappropriate food — and called it "complete". We're here to point you toward the people doing it properly.
75%
of UK pets eat ultra-processed food every single day
1 in 3
dogs develop dental disease by age three
65–70%
moisture in raw food vs ~10% in dry kibble
80/10/10
the ratio behind a properly balanced raw diet
Sound familiar?
real food can fix
six of the most common pet problems.
Itchy skin or constant scratching
Raw & limited-ingredient diets
Low energy or always tired
Species-appropriate whole food
Bad breath & yellow teeth
Raw meaty bones & natural chews
Loose stools or smelly poop
Easily digestible raw proteins
Stiff joints or slow movement
Anti-inflammatory raw feeding
Dull, dry or flaky coat
Omega-rich raw meat & fish
Three simple steps
how it works.
01
Search
Enter your town or postcode to find approved shops near you.
02
Discover
Read each shop's full profile: their story, philosophy, accreditations, and what they stock.
03
Connect
Visit in person, order online, or book a nutrition consultation directly.
The standard
not every shop gets in.
that's the point.
Every shop in the Properly Fed directory has been reviewed by Fettle before going live. We say no to shops that don't take nutrition seriously. That's what makes the directory worth using.
Reviewed, not listed
We look at what shops stock, how they advise, and what they stand for. A submission form is not enough.
We turn shops down
Shops that push ultra-processed food, make misleading claims, or don't take nutrition seriously are not accepted.
Three tiers, one standard
Listed, Recommended, and Properly Fed Approved. All reviewed. What separates them is how far they go.
Why we built this
“Most of the pet food industry is built on convenience — for the industry, not the animal. We built Properly Fed because the shops doing it properly deserved somewhere people could actually find them.”
Taylor Gathercole — Co-Founder, Fettle
Fettle makes wholefood supplements for dogs. Properly Fed is the directory we wished existed — free to use, curated by hand, and funded by us. It always will be.
Visit Fettle✦ Free resources
got questions?
we've got answers.
properly fed.
properly happy.
shops near you are coming.
We're just getting started. Drop your email and town — we'll let you know when approved shops in your area go live.
It's free · Always
own a shop that
properly gets it?
List your shop for free. We review every submission before it goes live, keeping the directory genuinely useful for pet owners across the UK and Ireland.
Add your shop →