Why We Love Apawtiser: Natural Dog Treats With a Heart

Why We Love Apawtiser: Natural Dog Treats With a Heart

By Sharon, owner of Be More Bob | 

Apawtiser is one of our most cherished brands, and not just because their treats fly off the shelves. Their story is heartfelt, their ingredients are honest, and their passion is undeniable.

We sat down with founders Matt and Sarah, the duo behind Apawtiser, to find out how their journey started, what drives them, and what’s next for the business. In the true meaning of the word ‘team’, Matt and Sarah work together to make these wonderful products.

🐾 How It All Began: Inspired by Mac

“We wouldn’t exist without Mac,” says Matt.

“We began baking dog treats because of our much loved, and now, much missed Cocker Spaniel, Mac.”

Mac was Matt and Sarah’s first dog – a food-loving Cocker Spaniel who struggled with digestive and allergy issues throughout his life. After countless vet visits, they discovered Mac was allergic to most common proteins – except white fish.

Finding suitable, gentle treats was a nightmare. A lot of the food and treats we gave him had very unpleasant and uncomfortable side-effects for him. He suffered from a lot of diarrhoea, wind, compacted anal glands and ear infections.

“Even white fish-based treats would sneak in ingredients like salmon oil,” Sarah explains. “So we started baking our own.”

And just like that, Apawtiser was born – a brand with a mission to create treats that are genuinely safe, simple, and healthy.

 

In loving memory of Mac – the dog that started it all.

 

🍠 Quality Over Everything

Matt and Sarah are proudly fastidious about their ingredients.

“We’ve learned that terms like ‘meat and animal derivatives’ can mean anything – hooves, feathers, even beaks. That’s not good enough for our dogs, and it’s not good enough for yours.”

Apawtiser’s treats are made from human-grade ingredients, using fresh fruits and vegetables, with as few components as possible. Every biscuit is hand-cut, hand-mixed, and baked by Matt, Sarah, or their baking assistant, Ash.

And yes — they taste them.

“We eat most of our treats in front of customers. One stockist even eats the Veg Bag of Bones with mature cheddar!”

 

 

Every biscuit is handmade with love.

 

💡 How They Develop New Recipes

The Apawtiser kitchen is always innovating.

“We get inspiration from customer feedback and stockists. Our Charcoal Buttons were created because a shop needed a wheat-free, protein-free option.”

Buy Charcoal Buttons here - Apawtiser Charcoal Buttons – Be More Bob

They also balance flavour and nutrition carefully – sometimes experimenting with combinations that surprise even them.

“Green Bean and Peanut Butter Paws? Sounds weird. But they’re surprisingly tasty – even for humans.”

🐶 Are Apawtiser Treats Suitable for Special Diets?

Yes – in many cases.

Matt and Sarah have worked with vets and canine nutritionists to create a helpful treat suitability chart. Whether your dog has pancreatitis, grain sensitivities, or allergies, there’s often a safe and delicious option.

“One customer spent four years searching for a treat Oscar could eat. Now she orders 15 bags of Butternut Squash Paws at a time.”

Another success? A nervous pup found calm during a long car journey thanks to Bedtime Bakes.

Try Bedtime Bakes here - Apawtiser Bedtime Bakes – Be More Bob

🔥 The Challenges of Staying Small

While demand is growing, keeping up is tough.

“We can’t bake fast enough. Dispatch times are longer than we’d like.”

And it’s not just baking. From packaging costs to the price of ingredients (some of which have doubled), the overheads are intense.

“We use compostable bags and card labels, even though they’re more expensive. We’re trying to do the right thing, not the easy thing.”

Apawtiser isn’t about chasing riches. It’s about helping other dogs like Mac.

Despite being stocked in 100+ stores across the UK, the lack of government support, rising costs, and shrinking independent retail space all take a toll.

“We’re lucky to have such supportive stockists and loyal customers. Without them, we wouldn’t be here.”

 🛍️ Small Businesses Supporting Small Businesses

Matt and Sarah are big believers in shopping small, and they have a few favourites of their own:

• Leash and Latte (Worksop): A dog-friendly café with incredible blondies and cappuccinos.
• The Ticking Clock (Worksop): A microbrewery supporting other small businesses through food truck collaborations.
• Bike and Boot (Scarborough & Peak District): Arguably the most dog-friendly hotels in the UK, offering everything from in-room pup access to dog showers and blowers.

“Many places claim to be dog-friendly but are actually just dog-tolerant. Not these guys.”

🐕 Final Thoughts

Apawtiser is more than a treat brand — it’s a love letter to dogs like Mac, a support system for dogs with dietary needs, and a testament to how good ingredients, good people, and good ethics can still thrive in a challenging world.

We’re proud to stock their products and even prouder to support businesses with real values behind them.

You can find our Apawtiser range here Apawtiser – Be More Bob

 

Along with your vet's advice, you can offer Apawtiser treats to dogs with a number of dietary requirements.

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