Superyachts in Monaco. High-level tech in Silicon Valley.
We left it all to do it for the dogs.

How it started

Cameron and Chris had built successful careers on two different continents. Then their dogs got sick, and nothing on the market was good enough. So they built it themselves.

Cameron grew up with dogs. He took his health seriously. And when he lost his golden retriever Ben, something shifted that he couldn't ignore.

Ben was that dog. The one who had been there through every stage of growing up, every milestone, every quiet moment. Their bond was unlike anything Cameron had experienced. When Ben suffered in his final years from chronic health issues that nobody could quite resolve, Cameron was left with a question he couldn't shake: had he done everything he could?

The honest answer was no. Not because he didn't love Ben, but because the tools simply weren't there. Cameron had always been committed to his own health, taking comprehensive all-in-one supplements every day. He knew what that kind of consistent nutritional support did for a human body. He began to ask why nothing comparable existed for dogs.

It was too late for Ben. But it wasn't too late for every dog that came after him.

For Chris Noble, that dog was Cosmo.

Cosmo was with Chris through every formative year, his teens into his early twenties, and in that time became his closest companion. Every evening without fail, the two of them would fight for the same spot in front of the radiator or the fire, both drawn to the warmth, wrestling each other out of the way and switching about all night. Cosmo was gentle, friendly, completely without aggression. He loved the garden, loved being outside, loved lying in the grass. Foxes, pigeons, whatever wandered through, nothing much bothered him. He just got on with it.

Towards the end of his life, Cosmo's health declined quickly. Multiple operations. Cancer. Chronic allergies that never fully resolved. He put on weight, moved less easily, grew grey around the muzzle. Chris remembers taking him out for a long walk one day and watching him really struggle. "That's kind of over now," he thought. "Being able to give him exactly what he wants." The thing Cosmo loved most, being outside, moving freely in nature, had been slowly taken from him.

When Chris thinks about it now, the one common thread running through all of Cosmo's health issues is diet. Not neglect, he was loved and cared for completely, but the nutritional gaps that nobody had thought to fill. To this day, Chris still opens his front door the same way he always did, as if Cosmo might come running out. Some things don't change.

Cameron spent a year researching, reading academic papers, attending trade shows, speaking with vets and nutritionists, and working through early formulations. When he eventually told Chris about what he was building, Chris recognised it immediately. He saw the answer to everything Cosmo had been through. He saw what might have been different.

For two years, both founders invested their own capital and lived off savings, scaling back considerably to make sure every resource went into getting the product right. They refused to touch external capital until they had something they were genuinely proud to put their names behind. To this day, neither founder draws a salary. Every dollar goes back into the mission.