The brand is named
after a golden retriever.
His name was Muzzly. He belonged to our co-founder's grandmother, and everything you see here started with him.
Every single day.
Muzzly was a golden retriever, and like every golden retriever he was convinced he was still a puppy. But somewhere around his tenth year, the stairs stopped being simple. Then the car boot. Then the couch he'd claimed as his own for a decade.
Our co-founder's grandmother started helping him up. A hand under the chest, a lift at the back legs, a little push. She was in her seventies. He weighed thirty kilos.
And every year, it got harder for both of them.
the window.
So he went looking. He works in animal nutrition — reading labels is his job — and he assumed finding a good joint supplement would take an afternoon.
It took months. What he found was a market split three ways: products his grandmother's dog flat-out refused to eat, products hiding their doses behind the words “proprietary blend,” and products priced like a luxury good for what was, on inspection, very little inside.
He bought them anyway. Jar after jar. Most ended up untouched at the back of a cupboard. Some ended up in the bin.
and a vet.
At some point the question stopped being “which one do I buy” and became “why does none of this exist properly.”
He called a friend — a practising veterinarian who'd spent years having the same conversation with owners across the consulting table. She knew the clinical side. He knew formulation and sourcing. Between them they had every piece except the product itself.
They set two rules on day one, and never moved them: every dose printed on the label, and a dog has to want to eat it. The second rule is the one nobody talks about — and the one that decides whether any of it matters.
Refused, again.
The formulation came together faster than the chew did. Getting nine actives into one soft treat at doses worth printing is a real constraint — and every version had to pass a test no lab can run for you.
Texture too firm and dogs lost interest. Too much of certain actives and the smell turned them away. Round shapes, square shapes, different flavour bases. Round after round, back to the drawing board.
The version that finally worked was soft, chicken-flavoured, and shaped like a heart. Not because a heart tests better — but because that's what it was, really. Someone trying to give their grandmother a few more easy mornings.
The very first jar didn't go to a warehouse or a photoshoot. It went to a kitchen table, and a grandmother who had spent years lifting a thirty-kilo dog she loved more than she'd admit.
She called her grandson to tell him she was proud of him. He says it's still the best review the brand has ever had.
When it came time to name the company, there was never really a discussion.
we can name.
Every batch is produced under controlled manufacturing conditions, with the same formulation and the same doses printed on every jar.
Every dog deserves an easier morning.
with one dog.
120 chews per jar. Nine actives. Every dose printed.
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