​​We all know that you are what you eat and the same is true of our pets too. With over 30 years of experience in producing premium-quality human food, we have, for over 20 years, applied our expertise to create 'real' pet food using simple, REAL food ingredients. If you come across ingredients in other brands that you don't recognise, then it's best not to feed that brand to your pet. We are committed to using human-grade cuts of meat or fish, with no substitutes and absolutely no 'animal derivatives'. Our food is completely pure and free from artificial colours, flavours, and preservatives, as well as added sugars, wheat, gluten, dairy, soya, and GM ingredients. It's what we leave out that sets us apart and makes us different from other brands. We also employ innovative manufacturing processes from the human food industry to develop ground-breaking products. For instance, our PremiumPlus Chicken dry food contains 90% meat, the highest in the world and our treats are made with just 100% meat and either freeze dried or air dried to retain all of the naturally inherent goodness in these ingredients, which makes them super healthy and packed with flavour, which makes them irresistible. When you open a tin or tube of Thrive, you'll see exactly what you're feeding your pet: 100% pure goodness, 0% nonsense.

‘Complete’ is a regulation phrase used that guarantees that a pet food has all the vitamins, minerals and nutrients that your pet requires for a balanced diet. Other pet foods may instead use the phrase ‘complimentary’ which means that it really is a treat at best, or in most cases at worst!

All Thrive dry and wet foods are complete, so whether you feed them together or on their own, you can be confident that you are providing your pet a nutritionally balanced diet.

Domestic cats are obligate carnivores meaning they depend on a meat-based diet and cannot thrive or survive without it. Cats have a number of special dietary requirements including amino acids (such as taurine, methionine, and cysteine), essential fatty acids, the perfect amount of vitamins (Including A, D and B3), and high protein. Therefore, it's crucial to feed your cat a properly balanced meat diet. This is why our wet and dry foods are all COMPLETE, ensuring that your cat receives everything they need from their food to thrive.

We do not add salt or sugar to any of our complete foods or treats. Some of our treats contain small amounts of salt because shrimps are naturally high in salt, and sea fish naturally contain more salt than meats, but that's about it.

We use human-quality ingredients – not the dodgy bits! For example, our Chicken and Shrimp treats are just that: whole peeled shrimp and chicken breast. These are the same ingredients that go into salads, soups and sandwiches that you’ve probably eaten yourself. The tuna in our Tuna Treats is caught by pole and line, and only responsibly fished tuna is used in our Thrive Complete Wet Food.