Our Story


Phoenix dog food was born from a shared passion for pets when local pet store owners joined forces with a dedicated pet nutritionist to create a brand that puts dogs’ health and happiness first. Driven by a deep love for animals and a desire to offer only the best, Phoenix delivers a grain-free formula made with high-quality, sustainably sourced ingredients. Every recipe is crafted to support dogs' well-being while also caring for the planet, using environmentally friendly packaging that reflects the brand’s commitment to sustainability.

Meet the owners

With Phoenix, you're not just buying dog food from a salesperson - you're supporting a brand created and backed by the very people who know pets best.

The founders of Phoenix are a passionate collective of independent pet store owners who, drawing on decades of hands-on experience and deep knowledge of pet nutrition, came together to craft their own premium range of dog food. Their goal was simple: to offer a product they could proudly stand behind and confidently recommend to their own customers, because they’re not just selling it - they believe in it.

Why we love Phoenix

Quality - We use only nutritious ingredients - no fillers, guaranteed.

Local - A dog food developed and owned by your local pet store.

Nutrition - All the essential nutrients your dog needs for good health.

Care - We care about the everyday vitality and wellbeing of your dog.

Sustainability - Sustainable sourcing and manufacturing to give you pet and the planet a healthy future.

Growth and Innovation

At Phoenix, we believe that continual progress is the key to supporting the wellbeing of pets. As a proudly Australian and New Zealand owned brand, we’re always looking ahead and evolving.

We’re working behind the scenes on new ideas to enhance our range and refine our approach.

There’s plenty happening at Phoenix right now and we're proud of our journey so far. Stay tuned for more to come.