You may have noticed some changes recently to the names of a few of the raw food brands we stock.
We wanted to take a moment to explain what's happening behind the scenes in the raw feeding world, so you can feel confident and informed about what you're feeding your dog.
To understand these changes, you need to know about The Nutriment Company.
Who Are The Nutriment Company?
The Nutriment Company (TNC) is a European pet food business based in Stockholm. On their website, they describe themselves as pioneers of the raw feeding revolution.
Essentially, they are a large company that has grown by acquiring a number of smaller, well-known brands.
A Brief History
The company began around 2013–2014 in Stockholm under the name Voff Premium Group, with Nutriment as one of its core brands. In 2022, the group was acquired by a Nordic investment firm called Axcel. Following this, the business was rebranded as The Nutriment Company in 2024.
Since then, growth has been rapid. They have acquired a wide range of brands, including:
- AniForte
- Totally Natural Pet Products
- Natural Instinct
- The Dog's Butcher
- Bulmer Pet Foods
- Pet Treat Wholesale
- Nova Dog Chews
They now have a portfolio of nearly 20 brands, covering raw food, supplements, and natural treats.
Why Have Some Brands Been Renamed DIBO?
As TNC has grown, they have started to organise their products under a smaller number of core brands.
At the moment, their main raw feeding ranges sit under:
- Nutriment – generally positioned as their premium complete range
- DIBO – focused on freeflow, 80-10-10 and DIY-style feeding, with a more traditional butchery-style approach
This structure allows them to cover different feeding styles and price points within one overall group.
Why DIBO?
Although it may feel like a new name, DIBO isn't new. It was already an established and recognised brand in parts of Europe. Bringing more products under the DIBO name helps create a more consistent identity across different countries.
Which Brands Have Been Renamed?
Some of the changes you may have noticed include:
- Totally Natural Pet Products → rebranded to DIBO (2025)
- The Dog's Butcher → becoming DIBO Finest (2026)
While the names and packaging have changed, the overall feeding style and product formats remain very similar.
What Does This Mean for You as a Dog Owner?
For most people, a change will be barely noticeable. The products may look different on the packaging, but inside they remain very similar.
That said, it's always sensible to stay aware of a few things:
- Brand ownership has changed – even if the name looks familiar
- Recipes and sourcing can evolve over time, sometimes subtly
- Brands that were once independent are now part of a larger group
None of this is automatically a good or bad thing – it simply reflects how the raw feeding market is evolving.
Our Approach at Tilly's
As always, our focus remains on:
- Transparency
- Ingredient quality
- Supporting dogs as individuals
We assess every product we stock carefully, regardless of who owns the brand behind it. If something no longer meets our standards, we won't hesitate to make changes.
At the moment, we haven't seen any noticeable differences from a customer point of view, but this is something we will continue to monitor over time.
Our priority is to give you choice, quality, and confidence in what you're feeding your dog.