Fred & Felia

When their dog Jeannie fell ill, Fred & Felia’s founder, Beate and Tobi, dove deep into the world of healthy pet food—only to find that nothing on the market met their standards. So in 2018, they founded Mr. Fred, a human-grade dog food brand. In 2022, with the addition of a cat food range, Mr. Fred evolved into Fred & Felia—making it the perfect time for a rebrand:

The first time you looked into your pet’s eyes—love at first sight, right? But that was just the beginning of the adventure. As your bond deepens, your pet grows, and you stay true to your promise: to do everything in your power to give them a happy, healthy, and long life.

At Fred & Felia, this pet-centric philosophy is at the heart of everything they do and it reflects in their bold, colorful design, that puts pet illustrations front and center, while yummy food shots leave no doubt about the quality of their meals. As the brand’s portfolio grows, so does its vibrant aesthetic — bringing joy not only through everyday nutrition but also through innovative ranges like the vegan/vegetarian Green Planet line, the VET line for pets with special medical needs, and several special editions, including the annual festive Christmas collections.