Since launching in May 2020 from a garage in Melbourne, Doggylicious has grown year on year by keeping many dogs – and their owners – happy. And the brand has now broken through in Sinagapore.
Having achieved sales of over $500,000 in their full year of business, the brand has developed 16 stock keeping units (SKUs), including five SKUs in their innovative Doggy Butter, and they can be found in over 750 stores, including Coles, Pet Stock, Harris Farms and several online marketplaces.
Now Doggylicious has started FY24 encouragingly by launching into 80 Fairprice supermarkets in Singapore, and several more accounts in the pipeline are being worked on.
The brand’s founder, Ben Whyatt – an Inside Small Business 2021 Top 50 Small Business Leader – is still juggling the growth of Doggylicious while still working full time. “I honestly just love what I am doing for both jobs, Doggylicious helps my full-time job and my full time job helps me to keep a roof over my family’s head,” Whyatt explains. “The brands focus is always to bring happiness between humans and dogs, but we have set a sales target of reaching the $1 million annual turnover mark by 2023.
Whyatt puts every dollar Doggylicious generates back into the business, focusing on the sustainable business model he set out with from the offset. He puts much of the brand’s success down to the fact that category managers are keen to support it and understand that Whyatt’s marketing budget is nowhere near as large as those of his competitors.
Doggylicious is a 100 per cent human-grade treat brand, with all its prodcuts’ ingredients sourced from approved suppliers and made in a certified factory in Australia.
Proud of the progress he has made to date, the future also excites Whyatt. “The growth of dog owners looking into human-grade products is building and the dog trend of humanisation is only in its infancy within the category,” he explains. “There is so much fun new product development we will work in in 2023, we have only just started.”
