Today, 21 March 2026, Furra went live. It's a day Graham, Niko, and I have been working towards for a while, and it feels good to finally have it out in the world.
The idea came from frustration. If you've ever stood in a pet shop aisle trying to work out which bag of food is actually any good, you'll know the feeling. Every brand claims to be premium. Every label is full of terms that sound impressive but mean very little. And if you go online looking for reviews, you quickly realise that most of what you find is either paid for or completely devoid of any real analysis.
Graham has been a dog trainer for over ten years. He's fed a lot of dogs, read a lot of ingredient lists, and watched a lot of owners make decisions based on marketing rather than information. That experience is at the heart of what Furra does.
The pet food market is genuinely confusing, and that confusion benefits brands, not owners. I've had clients spending a fortune on food that scores terribly on any objective measure, and others buying something cheap that's actually pretty decent. We wanted to cut through all of that. / Graham Dodd
How FurScore Changed Everything
The solution we landed on is FurScore, an algorithm that rates every dog food on the same four criteria: ingredient quality, nutritional completeness, transparency, and value for money. No human editorial bias, no brand relationships, no paid placements. Every product gets the same treatment.
For me it was about building something I actually wanted to use. Something where you can type in a breed, an age, a budget, and get a genuinely honest answer about what to feed your dog. That didn't exist, so we built it. / Gavin Rogers
What's Next
At launch, Furra has over 2,500 dog food reviews covering more than 295 brands sold in the UK. We've also got a breed guide, feeding guides, and a blog where we'll be writing about nutrition, ingredients, and anything else relevant to dog owners who care about what they feed.
There's a lot more to come. We'll keep adding products, keep improving the algorithm, and keep writing. If you've got feedback, or a product you'd like to see reviewed, get in touch. We're just getting started.
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Browse Dog Foods →About the Author
Co-founder, Furra
Gavin is a co-founder of Furra, helping build a platform that gives UK dog owners genuinely honest, data-driven information about what they're feeding their pets. Over the years he has shared his life with Charlie, a White German Shepherd, and Milo, a gentle Newfoundland, both dearly missed. At home he's now outnumbered by two Miniature Dachshunds, Bryn and Rodney, who between them have strong opinions about walk routes and sofa space.
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