Shropshire-based Furr Boost wins gold at the PetQuip Awards

The products were created by a former technical manager to the food industry with over 20 years’ experience, Louise Toal and the success of the brand also meant that they were finalists in three other categories as well: Green and Organic, Sustainability and Supplier of the Year.

Louise’s Beagle, Phoebe at the age of 18 months became unwell with bladder problems which after investigations with her vet, were linked to the dog’s food. Using her technical background, Louise then started experimenting with protein shakes to help flush out Phoebe’s system and to provide her with the hydration that she needed when she was refusing to drink enough water in the summer months. This led to the creation of the Furr Boost range of smoothies.

Louise says, “There is no one else making a product like ours. Yes, there are drinks on the market that are botanical, broth based and electrolyte based etc, but none that are like a natural smoothie. Each of our recipes contains a meat, fruit and vegetable, along with added oils and vitamins, so it’s more than a hydration drink, it supports the dog’s wellbeing in areas such as digestion, skin and coat, anxiety, metabolism and immunity.”

Furr Boost can be used in a variety of ways. Served frozen, it can be placed in a Kong Toy or lick mat for dog training or as a distraction, or simply given to a dog as a tasty icy treat. Unfrozen, it can be added as a topper to meals or on hot days, simply pour into a bowl for instant hydration. In the winter, it provides a comforting nutritious drink for dogs and is particularly good for senior dogs when they need help with their digestion and diet.

Furr Boost is available in three tasty varieties which all use the best quality 100% natural human grade ingredients: Chicken, Butternut Squash & Cranberry, Pork, Apple & Sweet Potato and Beef, Broccoli & Blueberry. Other added ingredients include flaxseed, coconut and salmon oils, dried sea kelp, chicory root extract, yeast beta glucan, vitamins B&C and water.

Furr Boost is also a sustainable product using packaging materials which are recyclable avoiding single use plastic as each smoothie is available in a Tetra Pak Carton.

Since launching, Furr Boost has seen its customer base grow online with a healthy presence on e-commerce websites but it is also now looking to expand its retail operation. The business is receiving a high level of international enquiries for the drinks and is currently exploring export opportunities. There also plans to introduce new varieties in the near future. The brand is supported by a number of ambassadors and social media influencers and currently sponsors British Flyball Teams, Dog Agility competitors with interest also from the Canicross community who use the drinks to give their dogs instant hydration.

The products are currently stocked by VioVet and Jollyes. Louise is also currently in talks with wholesalers to find a wider distribution for Furr Boost.

“Our ultimate aim is to be a global business and a household brand that people can trust.  Using Furr Boost as part of a dog’s daily nutrition and diet can help to keep the vets bills down for unnecessary health issues associated with food and lack of hydration, which was exactly where I started with my first dog. We haven’t come down from cloud nine since winning the Gold PetQuip Award and we are delighted to be recognised by the pet trade,” says Louise.

Pat Flynn at PetQuip said: “The judges really loved the product and thought it was so totally innovative that it had to win!”

Furr Boost has also recently found out they have also made the finals in two categories at the PIF Awards, Business Start-up of the Year and Product Innovation.