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Want to know a little secret?

Lovel is our very own 'Brand' of dog food and the name Lovel means 'Little Wolf'. We started the brand because we couldn't find the right food to fill a gap in the market on our shelves. We wanted high meat but not low quality. We wanted British made but not too expensive and it also had to be honest. So we created Lovel Chicken, Turkey and Salmon which contains 75% animal ingredients and 25% fruit and veg. Then we introduced a Large Breed option with a lower meat content making it more affordable.

Later came the 2 raw foods which filled another gap. They're locally made in East Anglia, they're complete and contain 90% animal ingredients.

Lovel is a very good honest food without the marketing waffle.