It started with two
golden retrievers.
Champ & Nugget.
They're the reason LICIOUS exists.
We didn't set out to build a pet food company. We were simply trying to help our own dogs.
Champ and Nugget were shedding more than they should. Their coats had lost their shine. They ate well, had plenty of energy, but something still wasn't right.
So we did what every dog parent eventually does — we turned the bag over and started reading the ingredients.
What we found was disappointing.
At the time, there wasn't a single dog food in Pakistan we'd feel confident feeding our own dogs every day.
Corn as the main ingredient. By-products. Artificial flavours. Unnamed animal fats. Ingredients chosen because they were cheaper — not because they were better. Even the expensive brands weren't giving dogs the food they deserved.
The brands we actually trusted overseas either weren't available in Pakistan, cost a fortune to import, or spent months in warehouses and shipping containers before reaching a bowl.
So we stopped searching.
We started making it ourselves.
We built our first recipe around one simple question: what would we feed Champ and Nugget if we made the food ourselves?
That question still guides every decision we make today. Every recipe. Every supplier. Every ingredient. Every bag.
The changes were hard to ignore.
Softer coats. Less shedding.
The dullness faded. Their coats came back thicker, shinier, and noticeably softer — the kind of coat people stop to comment on.
Consistent energy all day
Consistent energy throughout the day — not the post-meal highs and lows we were used to seeing.
Real food smells like real food.
Mealtime stopped being routine. It became the highlight of their day — and they make sure everyone in the house knows it.
Because if it isn't good enough for our dogs, it isn't good enough for yours.
How we think about food.
Real food starts with real ingredients
Every ingredient starts human-grade before it reaches your dog's bowl. No by-products. No fillers. No mystery meats. Just ingredients you can actually recognise.
Nutrition should be preserved, not destroyed
Instead of the high-temperature extrusion used in traditional kibble, we gently air-dry at low temperatures — retaining more natural nutrients without needing artificial preservatives.
Every dog is different
A Border Collie puppy and a senior Golden Retriever don't need the same amount of food. We calculate feeding recommendations based on your dog's actual age, weight, and activity level.
We make the kind of food we'd proudly feed Champ and Nugget every single day.
Because every bag still starts with the same question we asked on day one:
Would we proudly feed this to Champ and Nugget?
If the answer isn't yes, we don't make it.