165 YEARS OF REINVENTION
THE WORLD’S FIRST PET BRAND
From the invention of the original dog biscuit in Victorian London to the modern reinvention of pet luxury, design and intelligence, Spratt’s has defined what it means to care for animals since 1860.
The Brand That Built the Pet Industry
Founded in London in 1860, Spratt’s did more than introduce a new product — it established the foundations of the modern pet industry. With the creation of the world’s first commercial dog biscuit, Spratt’s defined how pets would be fed, cared for and understood for generations to come.
As the brand grew, Spratt’s influenced far more than nutrition. Its work shaped early pet branding, packaging, advertising, and standards of animal care, helping to formalise what would become the global pet market. Many of the conventions still used across the industry today trace their origins back to Spratt’s early innovation.
Today, Spratt’s returns as a British heritage brand with the same pioneering mindset — reinterpreted for a modern era focused on intelligent design, responsible materials, and elevated pet living. The principles remain unchanged: innovation, care, and leadership — applied to a new generation of pet owners.
HISTORY OF SPRATT’S
1860
The Invention That Created an Industry
Spratt’s goes international Spratt’s expands into the United States, establishing a full operation by the 1890s with a large facility in Newark, New Jersey. In 1881, the company secures an American
patent for its dog biscuit formula, solidifying its global
presence.
1870s–1880s
International Expansion and Early Global Reach
Spratt’s goes international Spratt’s expands into the United States, establishing a full operation by the 1890s with a large facility in Newark, New Jersey. In 1881, the company secures an American
patent for its dog biscuit formula, solidifying its global presence.
1876
The Birth of Pet Branding and Canine Culture
Spratt’s trademarks its first pet care productsThe company registers formal trademarks in the UK for dog biscuits, animal soaps, and food preparations, marking one of the earliest uses of trademarks in the global pet industry. Charles Cruft joins Spratt’s A young Charles Cruft joins Spratt’s as a travelling salesman and went on to become General Manager at Spratt’s. He would later go on to establish the Cruft’s Dog Show, now the most prestigious canine event in the world — born from Spratt’s influence.
1890
Industrial Scale and British Manufacturing Power
Poplar Factory established Spratt’s builds its iconic factory complex in Poplar, East London, which becomes a massive production centre for biscuits, bird seed, poultry feed, and advertising materials
1900s–1910s
Market Leadership Across Europe and North America
Dominating pet food markets across Europe and North America Spratt’s biscuits are now sold throughout the UK, Europe, and the United States. The brand leads innovation in canine nutrition, branding, andanimal feed marketing.
1914–1918
Service, Duty, and National Contribution
Spratt’s supports the war effort During World War I, Spratt’s supplies over 1 billion dog biscuits for military dogs, reinforcing its patriotic role in both pet care and national service.
1936
An Icon of British Design Is Born
A design legacy is born The famous Spratt’s Scottie dog calligram logo is created by designer Max Field-Bush. It becomes one of the most recognisable symbols in early 20th-century British advertising.
1960
Transition into Corporate Ownership
Spillers acquires Spratt’s Spratt’s is acquired by Spillers Ltd, a major animal feed and pet food company, for £3.94 million. The acquisition expands Spillers’ reach across pet nutrition categories.
1979
Consolidation in a Changing Global Pet Industry
Dalgety plc acquires Spillers Australian conglomerate Dalgety plc acquires Spillers, bringing Spratt’s under new corporate control amid growing consolidation in the pet food sector.
1988
Absorption into a Global FMCG Empire
Nestlé enters the picture Swiss global conglomerate Nestlé S.A. acquires Spillers Petfoods, including the legacy Spratt’s assets. The brand is eventually merged into Nestlé’s Friskies PetCare division
2008
Dormancy of a Historic Brand
Spratt’s brand discontinued After 148 years of continuous legacy, the Spratt’s name is officially retired by Nestlé. No new products are issued, and the brand enters dormancy — becoming an untapped heritage icon.
2025
Reinvention of the World’s First Pet Brand
In 2025, Spratt’s Patent Limited™ was formally revived under British entrepreneur Tariq Ali, marking the return of the world’s first pet brand (est. 1860) — not as a nostalgia project, but as a category-defining reinvention.
Rather than re-entering the mass market, Spratt’s re-established itself at the intersection of heritage, engineering, sustainability, luxury, and artificial intelligence, introducing a new vision for modern pet care.
Key innovations launched since 2025 include:
The world’s first zero-waste, refill-led pet treat system, redefining sustainable packaging in the pet industry
Spratt’s Society™, a private members’ ecosystem designed around heritage, discretion, and long-term stewardship
A radically re-engineered canine feeding system, applying biomechanics, materials science, and precision engineering to improve how dogs eat — marking the brand’s first move into luxury functional objects
These developments positioned Spratt’s not as a returning brand — but as a disruptor once again, 165 years after inventing the modern pet food industry.
Awards & Recognition — 2025
Winner – International Green Apple Environment Award 2025
Awarded for “A Historic Brand Reborn Through Zero Waste”, recognising Spratt’s pioneering eco-refill, reusable pet treat system — a first-of-its-kind sustainability model in the global pet industry.
Finalist – New Product of the Year, Pet Industry Federation Awards 2025
Recognised for innovation in canine nutrition, packaging logic, and product system design, reinforcing Spratt’s return as a thought-leader in pet care.
These awards validated not just product execution, but the foundational logic behind Spratt’s revival:
that pet care must evolve — ethically, structurally, and intelligently.
165 years after inventing the modern pet food industry, Spratt’s once again stands at the frontier of pet care — not by following trends, but by redefining them.
Through a rare combination of heritage, engineering, sustainability, and artificial intelligence, Spratt’s Patent Limited™ is building a future where pets are treated not as products — but as lives worth designing for.