About Us | Fuzzball

1. The Cat-alyst

It all started with five good friends, a few beers and a conversation about cats. Jacob was getting one, and naturally the question came up: what on earth do you feed it?

When he started looking into it, things didn’t quite add up. Cats are obligate carnivores, built to thrive on a protein-rich diet, yet so much mainstream cat food was packed with grains, fillers and ingredients that didn’t make much sense for a carnivore.

A few beers later, we came to a unanimous conclusion: if proper cat food didn’t exist, we’d have to invent it.

2. Founding Purrinciples

Confidence in every bowl

We worked with some of the leading veterinary nutritionists to take the guesswork out of feeding. We wanted people to feel confident that every bowl they put down was giving their cat the best possible nutrition.

Proper food for all catkind

We searched globally for the best ingredients, tested countless samples, and partnered with vets and veterinary nutritionists to develop our recipes. Every Fuzzball meal contains 100% real meat, is high in protein, and completely free from grains, fillers, and added sugars.

Serious food. Unserious energy.

Ben began to sketch a brand that felt more cat: aloof, theatrical, slightly unhinged. We wanted to make people laugh, but we weren’t joking about the food. Our food had to be packed with the highest possible protein and meat content, the sort that catkind was missing.

3. Sketching Fuzzball

Early on, we noticed something weird: cat food brands didn’t really get cats. Everything out there felt sterile and serious, like it was built for a biology textbook, not for the unpredictable, sofa-shredding weirdos we love.

The brand had to feel like them. Fun, demanding, chaotic. Like a cat scrawled its thoughts all over our neatly typed notes.

Eventually, we gave it a name: Fuzzball. Because this wasn’t just about nutrition charts and fancy algorithms. It was about real cats: messy, fuzzy, ridiculous little creatures who rule our homes and steal our hearts.

4. From Bedside to Nationwide

We built the website. Then rebuilt it. Again and again. Turns out launching a cat food brand is less glamour, and more googling “why is checkout broken" at 3AM.

After raising some funds, we crammed stock into shipping containers on a mate’s building site, and turned Eli’s spare room into a fulfilment centre. It quickly became a war zone of cardboard and half-charged label printers. You couldn’t tell where the bed ended and the stock began. Eli was sleeping next to tuna tins and waking up to customer emails.

It’s been scrappy, funny, and occasionally feral - but it’s ours. Built from scratch, powered by obsession, caffeine, and an ever-increasing number of cat hair-covered hoodies.

5. Vive la méowvolution

We didn’t just stop at food. We added 100% protein freeze-dried treats and tofu litter too, because if we’re going to rewrite the rules, we’re rewriting all of them.

This isn’t just a brand. It’s a full-blown cat food uprising.