When their beloved dog Jeannie fell seriously ill, Fred & Felia’s founders, Beate and Tobi, found themselves diving deep into the complex world of healthy pet nutrition. Determined to find the very best for Jeannie, they searched high and low for a food option that met their strict standards—something fresh, high-quality, and genuinely good for her health. But after exploring the market, they quickly realized that nothing out there quite lived up to what they had envisioned. Rather than settle for less, they decided to create it themselves. In 2018, they founded Mr. Fred, a brand dedicated to producing human-grade dog food made from real, wholesome ingredients. Their goal was simple: to give dogs the kind of food their humans would be proud to eat themselves. Thanks to an overwhelmingly positive response from pet parents who shared the same values, the brand grew quickly. Then, in 2022, after recognizing that cats deserve the same level of care and nutrition, they expanded their range to include high-quality cat food. With this natural next step, Mr. Fred transformed into Fred & Felia, marking the perfect moment for a thoughtful rebrand that would reflect their evolving vision.

Think back to the first time you looked into your pet’s eyes—love at first sight, wasn’t it? But that beautiful moment was just the beginning of a lifelong adventure. Over the years, as your bond grows deeper, you stay committed to your promise: to give your pet the happiest, healthiest, and longest life possible. This belief lies at the very heart of everything Fred & Felia stands for. It’s a philosophy that doesn’t just inspire the recipes but also drives the bold, colorful brand design. Playful pet illustrations are front and center, capturing the spirit of our four-legged friends, while vibrant, appetizing food photography leaves no doubt about the premium quality of every meal. Today, Fred & Felia’s expanding portfolio brings joy and variety to everyday nutrition, with exciting innovations like the Green Planet line featuring vegan and vegetarian recipes, the specialized VET line designed for pets with specific medical needs, and limited-edition collaborations, including annual Christmas collections. With Fred & Felia, pet food becomes more than just sustenance—it’s a celebration of the animals we love most.