DIBO Finest, formerly known as The Dogs Butcher, has officially relaunched with a new name and butcher-inspired design. Based in Devon, the raw dog food specialist has refreshed its identity to reflect its position within The Nutriment Company while maintaining the high-welfare British meat standards that have defined the brand for over a decade.
The rebranding to DIBO Finest introduces updated packaging designed to improve clarity for owners navigating protein choices and feeding formats. Despite the visual evolution, the company continues to follow a strict 80:10:10 nutritional model. This includes a 13mm chunky grind texture and a diverse range of novel proteins such as alpaca, muntjac, and goat to support balanced diet rotation.
Operating from its facility in the South West, the brand processes and distributes over 20 tonnes of raw meals weekly to customers across the UK. The company maintains a strong preference for locally sourced meat from trusted suppliers, ensuring that transparency and animal welfare remain at the core of its production process.
Vanessa Semmens, Managing Director, commented: “While the name and design have evolved, our mission hasn’t. This is still the same premium raw dog food, made by the same people in Devon, to the same uncompromising standards that our customers trust.”
The transition to the new branding is currently underway across all digital platforms and physical packaging. Since joining The Nutriment Company in 2025—a leading European group that includes brands such as Natural Instinct and Nutriment—the Devon business has increased its capacity to invest in quality and innovation within the natural pet nutrition sector.
As the brand moves forward under the DIBO Finest banner, it remains committed to its independent expertise and hands-on approach to raw feeding. The group’s headquarters in Stockholm and its ownership by Axcel provide a stable foundation for the brand to continue its growth while serving the UK’s community of conscious pet owners.
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Dan Everett