1. The Cat-alyst

It all started in the middle of the COVID-19 lockdown: five good friends, a few beers, and a socially distanced conversation in a garden. Jacob was getting a cat - big decision, right?

But when he started researching what to feed it, he hit a wall. The top search results were all paid for by big brands pushing filler-packed food that looked more at home in a cereal bowl than a cat’s. As obligate carnivores, cats need a protein-rich diet, but the mainstream cat food industry seemed more focused on profit than feline health.

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

2. 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.

3. Founding Purrinciples

Tailored to their tastes

Eli developed an algorithm that tailors feeding plans to each cat’s needs. Removing the guesswork, it gives owners clear, personalised guidance backed by feline science.

Proper food for all catkind

We searched globally for the best ingredients, tested countless samples, and partnered with the UK’s top feline vets 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 catkind was missing.

4. From Bedside to Nationwide

We built the website. Then rebuilt it. Twice. 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, packing slips, and half-charged label printers. You couldn’t tell where the bed ended and the stock began. He 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 alarming 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. Everything we make is designed to make life simpler for humans and nutrition better for cats.

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

So grab a tin, take a stand, and join us in overthrowing the old guard. One bowl at a time.