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Back in 2013, a small group of people came together to bring one vet’s idea to life. They set out to solve a problem at the heart of pet food: despite the overwhelming choice of one-size-fits-all food in the shops, there was never anything that could tick all the boxes. Long lists of mysterious ingredients on the label only made things more complicated – there had to be a better way to feed dogs right.

And so tails.com began, assembling a crack team of experts including vets, nutritionists and engineers (and their dogs) to develop a super-smart way to create a unique recipe for every single dog – yes, even yours. From your dog’s weird preference for whiffy fish smells, to that itchy skin condition, your dog’s tails.com recipe is based on information only you could know.