Pawtisserie perfection: Meet Ruffingtons, artisan baked dog treats brand

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This week, we speak with Ruffingtons, the British brand bringing luxury pastry to the dog bowl. At Luxury Pet Care News, we’ve long appreciated the power of a good (human) pastry, but Ruffingtons takes indulgence to a new level.

Also, a big thank you for taking part in Friday’s survey! The verdict: Most of you prefer insightful interviews over in-depth analysis of pet industry trends. So that’s what we’ll deliver, starting this week.

IN TODAY’S EDITION

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THE INTERVIEW

Meet Ruffingtons, British luxury brand for posh pups

• UK brand Ruffingtons launched in October 2024 and creates hand-decorated patisserie-style dog treats that are free from artificial additives.

• Parent company Fold Hill Foods, one of the UK’s oldest pet food companies, created Ruffingtons to meet growing demand for premium pet treats.

• The UK’s pet treats market is forecast to grow at a compound annual growth rate of 2.69% from 2024 to reach US$1.07 billion in 2030.

Terrier Truffles, Marbled Dog Snaps, Canine Cupcakes... For once, it’s this writer (rather than the dogs) who’s drooling over these exquisite doggie treats.  

“We saw a gap in the market where premium treats like ours were few and far between, and so Ruffingtons was born.”

British tradition meets modern luxury

Ruffingtons draws on the 40-plus years expertise of its parent company, the pet food manufacturer Fold Hill.

Fold Hill is as quintessentially British as brands come. The founding Grant family began farming land in Lincolnshire over a century ago. In 1979, they started making dog food on the family farm, using wheat from their own fields.

Now, with the launch of Ruffingtons, Fold Hill is again adapting to evolving tastes. From the delicately crafted bone-shaped eclairs to the elegant packaging, Ruffingtons takes aim at consumers who are happy to spend more on luxury treats.

Adapting to changing tastes

“Many people today are willing to spend a bit more on premium products that offer aesthetic appeal and superior materials,” Brennan said.

As people increasingly see companion animals as part of the family, spending on pet luxury products is also on the rise.

The UK pet treats market is expected to benefit from this trend. Currently valued at US$930 million, this market is forecast to grow at a compound annual growth rate of 2.69% from 2024 to reach US$1.07 billion in 2030, according to Mordor Intelligence.

“Luxury pet products have moved beyond indulgence - they are now seen as a way to express affection and cater to the growing bond between owners and their pets,” Brennan said.

And while functional treats with health benefits have their place, Ruffingtons positions itself as an indulgence. “Our biggest challenge is reshaping perceptions around what a treat should be. Ruffingtons isn’t about daily rewards. It’s about those ‘wow’ moments.”

Standing out in a crowded market

What does it take to stand out in the competitive world of high-end pet products? For Ruffingtons, the answer lies in a meticulous approach to quality and branding.

“We have a team of people who are strict about how Ruffingtons treats should be made and how they should look, and that mindset is carried from concept, right through to production, packaging, photography and branding,” Brennan said.

Such attention to detail is essential in the dog-loving UK’s competitive dog treats market. Other brands in the luxury dog treats space include Lily’s Kitchen, Billy + Margot, and that ultimate symbol of British indulgence, Fortnum & Mason.

What’s next?

With the luxury pet treat industry on an upward trajectory, Brennan said Ruffingtons has a busy year ahead keeping up with people’s evolving attitude towards pet care.

“Sustainability and transparency are becoming more important, and brands that understand the deep bond between pet and owner will thrive.”

And as most of us know, nothing cements a bond more quickly than a delicious pastry.

NEW LOGO THIS FRIDAY!

We have an exciting announcement: this Friday, we’re rolling out our new logo! We love our current one, but decided it could do with a little more warmth and ‘oomph’, to better convey our love for animals.

Watch this space!

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