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Scrumbles

Scrumbles

AI visibility and ranking for Pet: United Kingdom

B Corp-certified natural pet food and treats brand.

Scrumbles
appears in
5.5
% of measured AI answers in this industry and market.

Found score

Track Scrumbles’s AI visibility weekly →

AI visibility scores and ranking

Data through

October 25, 2026

Updated

October 25, 2026

Latest scan visibility

4.2

October 25, 2026

Overall visibility

5.5

21 August 2026 – 25 October 2026 (scans 1–11)

Industry rank

8

Within this industry and market

Published scan history

Across 11 recorded scans from 21 August 2026 to 25 October 2026, Scrumbles's single-scan score moved from 6.0% to 4.2%, down 1.8 percentage points. Latest recorded scan 4.2% on 25 October 2026; combined-window score 5.5%.

View recorded scan history
Individual recorded scans. Each row is one scan on one date. The published combined-window score is 5.5% over 21 August 2026 – 25 October 2026, measured across every answer in that window — a different sample from any single row below.
Scan dateSingle-scan score
21 August 20266.0%
24 August 20264.9%
30 August 20266.9%
6 September 20266.4%
13 September 20266.7%
20 September 20265.3%
27 September 20265.3%
4 October 20265.6%
11 October 20264.7%
18 October 20264.2%
25 October 20264.2%

Latest scan = one scan. Overall visibility = all answers in the published window.

Visibility across AI platforms

Share of answers naming this brand

Chat GPT logo

ChatGPT

5.1%

Perplexity Logo

Perplexity

6.2%

Google logo with a multicolored capital G in blue, red, yellow, and green.

AI Overviews

5.2%

21 August 2026 – 25 October 2026 (scans 1–11)

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Perplexity names Scrumbles most often.

It appears in 6.2% of collected Perplexity answers and 5.1% of ChatGPT answers: a difference of 1.1 percentage points within the published window. This describes where mentions occur; it does not establish why the platforms differ.

Named across 48 of 150 questions.

Scrumbles appears in at least one collected answer to 32.0% of the tracked questions. That is question coverage; the 5.5% visibility score measures its share of individual answers.

Across 11 published scans, visibility ranged from 4.2% to 6.9%. The latest scan was 4.2% on 25 October 2026. Individual scan scores and the published-window score describe different samples.

How this brand compares.

View the full industry list

Industry list

In the same market.

Compare brands using the same question set and published window.

21 August 2026 – 25 October 2026 (scans 1–11)

Named in the sample

Prompts that surface this brand

The brand is named in at least one collected answer to each of these questions.

  • Best B Corp pet brand UK
  • Best British cat food brands
  • Best British dog food brands
  • Best British made pet products
  • Best British owned dog food brand
  • Best British owned pet brands

Examples from the published question set. A mention on one platform does not mean every platform names the brand.

Other brands in these answers

Prompts that surface other brands

Different shopping needs can bring other brands into view. An absence here does not necessarily signal a problem.

  • Best British pet brands (Lily's Kitchen, Butternut Box, Forthglade)
  • Which pet food brands are actually British owned (Burns Pet Nutrition, Forthglade, Skinner's)
  • Best independent pet brands UK (Lily's Kitchen, Different Dog, Forthglade)
  • What pet food brands do Britons actually buy (Forthglade, Lily's Kitchen, Harringtons)
  • Best British dog food brands (James Wellbeloved, Forthglade, Skinner's)
  • Best British owned dog food brand (Forthglade, Naturaw, Butternut Box)

Competitor names are shown where they appear in the collected examples.

Recorded AI questions and answers

Recorded examples from the scan. Each card pairs a shopper’s prompt with an excerpt from the AI response.

Google AI Overviews

The question asked

Best British cat food brands

From the recorded answer

Scrumbles: Known for gut-friendly, probiotic-packed dry food and natural grain-free wet recipes that are gentle on sensitive stomachs.
Read recorded answer

Recorded answer text · Google AI Overviews · 25 October 2026

The best cat food brands available in the UK span a range of categories based on veterinary science, natural ingredients, high protein, and budget needs:

### Premium & Natural UK Brands

- Lily's Kitchen: Widely ranked as an overall best choice in the UK, offering natural, grain-free recipes with high meat content and proper moisture levels. - Scrumbles: Known for gut-friendly, probiotic-packed dry food and natural grain-free wet recipes that are gentle on sensitive stomachs. - Harringtons: Family-run and proudly made in the UK since 1923, providing wholesome, all-natural dry cat food free from artificial colours, flavours, dairy, and added wheat. - Untamed & KatKin: Popular high-protein, fresh and gently cooked whole-meat wet food options delivered directly to cat owners.

### Science-Backed & Breed-Specific Brands

- Royal Canin: The leading vet-recommended brand with targeted formulas like Royal Canin British Shorthair Adult (priced around £17.19-£25.84 for 2kg) designed with special jaw-shaped kibble, cardiac support, and joint protection. - Purina (Pro Plan / Purina ONE): Heavily researched, science-backed nutrition offering specialised lines for sensitive digestion, weight management, and life stages.

### Everyday Budget & Supermarket Brands

- Felix & Whiskas: The most common supermarket staples in the UK; while they contain more plant fillers and lower usable protein than luxury labels, they are affordable, widely available, and high in palatability for picky eaters.

---

| Brand | Primary Food Type | Key Highlight | Estimated Cost / Tier | |---|---|---|---| | Lily's Kitchen | Wet & Dry | High-meat, grain-free natural recipes | Premium | | Scrumbles | Wet & Dry | Probiotic and gut-friendly formulas | Mid-to-High | | Royal Canin | Wet & Dry | Breed and health-specific veterinary diets | Mid-to-High | | Harringtons | Dry | Made in the UK with natural ingredients | Affordable | | Felix | Wet & Dry | Widely available, high palatability | Budget |

To help narrow down the best option, tell me:

- Your cat's age (kitten, adult, or senior) - Wet or dry preference (or a mixed diet) - Any health conditions (such as sensitive stomach, urinary care, or weight management)

ChatGPT

The question asked

Best British owned pet brands

From the recorded answer

!Scrumbles Pet Food - Scrumbles: Natural Pet Food …
Read recorded answer

Recorded answer text · ChatGPT · 25 October 2026

# Best British-owned pet brands in the UK

If you're looking to support British-owned pet businesses, there are some excellent options across dog and cat food, treats, grooming, accessories and beds. I'd prioritise brands with a clear British ownership story, rather than assuming that a brand is British-owned simply because it was founded here or manufactures in the UK.

## My shortlist of brands worth exploring

![Award-Winning Dry Dog Food | Burns Original Chicken & Brown Rice - Burns Pet Nutrition](

1\. Burns Pet Nutrition

Food · Dogs and cats

A long-established Welsh pet-food brand founded by veterinary surgeon John Burns. Worth exploring if you're looking for straightforward, nutritionally focused food.

Website: burnspet.co.uk

---

!Salmon & Sardines Wet Dog Food Variety Pack | Forthglade

2\. Forthglade

Food · Dogs

A Devon-based brand known for wet dog food, dry food and natural treats. A good option for owners interested in simpler recipes and British provenance.

Website: forthglade.com

---

![Skinners Sensitive Working Adult Dry Dog Food - Salmon & Rice - Our Pet Village](

3\. Skinner's

Food · Dogs

A long-running Suffolk pet-food business, particularly well known for its working-dog and active-dog diets.

Website: skinners.co.uk

---

!Scrumbles Pet Food - Scrumbles: Natural Pet Food

4\. Scrumbles

Food and treats · Dogs and cats

A British-founded brand focused on digestive health, with food and treats for cats and dogs. Worth considering if gut health is a priority.

Website: scrumbles.co.uk

---

![Meet Denzel - Denzel's](

5\. Denzel's

Treats · Dogs

A UK-founded dog-treat brand with colourful packaging and a focus on natural-style snacks. A useful option for everyday treats and gifting.

Website: denzels.co.uk

---

!LUXURY DESIGNER DOG COATS | LISH

6\. LISH London

Luxury accessories · Dogs

An independent British designer brand founded by Lilly Shahravesh, offering stylish collars, leads, coats and other accessories, with a focus on traditional textiles and craftsmanship. lishlondon.com

Website: lishlondon.com

---

![Ditsy Pet

- DOGHOUSE](

7\. Ditsy Pet

Accessories · Dogs and cats

An independent, family-owned business making collars, leads, harnesses and other accessories in its Nottingham studio. A strong choice for handmade products and distinctive prints. www.ditsypet.co.uk

Website: ditsypet.co.uk

## More British pet brands to put on your radar

!Albion Pet Foods 454g - Premium & Complete Range | NorthWales Raw Feeds

Albion Pet Foods

Raw dog food made by a British family-run manufacturer. Worth exploring if you feed raw. www.ukpetfood.orgflux.agency

albionpetfoods.co.uk

!Burgess Excel| BGN

Burgess Excel

A well-known name for rabbit, guinea pig and other small-animal nutrition. www.ukpetfood.orgflux.agency

burgesspetcare.com

!Wilsons Salmon Cold Pressed Dog Food Natural High Protein Omega 3 Nutrition Diet - 10kg bag - Tesco Groceries

Wilson's Pet Food

A Scottish pet-food brand worth investigating for cold-pressed dog food and locally rooted manufacturing. flux.agencyflux.agency

wilsonspetfood.co.uk

![Waterproof BioThane® two-coloured Dog Collar & Lead Collection - Trinkety Paws](

Trinkety Paws

Handmade waterproof collars, leads and walking accessories, produced in Northamptonshire. Particularly interesting for durable, British-made accessories. www.trinketypaws-trade.co.uk

trinketypaws.co.uk

## One important ownership distinction

Some familiar British-origin pet brands have since changed hands. For example, Lily's Kitchen is owned by Nestlé, while Wagg, Harringtons and Barking Heads are associated with Inspired Pet Nutrition. These may still be made in Britain, but that is different from being independently British-owned. www.ukpetfood.orgflux.agency

For a genuinely British-owned shortlist, check the current parent company and ownership structure as well as where products are manufactured.

What kind of list would be most useful to you? I can narrow this down to the best British-owned brands for\:

- Dog and cat food - quality, ingredients and nutrition. - Luxury accessories - collars, leads, beds and clothing. - Natural treats and grooming - smaller independent brands. - Retail or business research - independent brands with strong branding, wholesale potential and a distinctive British identity.

Perplexity

The question asked

Which British pet brands are actually good

From the recorded answer

Scrumbles - a solid choice for dog and cat food if you want relatively high-protein, digestible recipes.
Read recorded answer

Recorded answer text · Perplexity · 25 October 2026

The best British pet brands depend on whether you mean food, treats, accessories, or grooming. A sensible shortlist is:

- Forthglade - good mainstream-to-premium dog food, particularly wet food and simple recipes. It is Devon-based and frequently well reviewed. - Scrumbles - a solid choice for dog and cat food if you want relatively high-protein, digestible recipes. - Lily's Kitchen - premium dog and cat food with appealing ingredient lists, though it is usually expensive and “natural” branding does not automatically make every recipe superior. - Butternut Box - convenient fresh dog food delivered in portions; best suited to owners who can afford a subscription and have freezer space. It was included in Which?'s large dog-food comparison. - Arden Grange - a dependable, comparatively moderate-priced dry-food option; it is often a better-value choice than heavily marketed boutique foods. - Burns - worth considering for dogs with sensitive digestion, although the best formula depends on the individual animal. - JR Pet Products - particularly good for single-protein treats and natural chews. - The Innocent Hound - strong option for air-dried treats and chews, especially when you want short ingredient lists. - Beco Pets - one of the better-known British options for more sustainable bowls, toys and accessories. - WildWash - reputable specialist grooming products, especially for owners seeking gentler shampoos. - Ruff and Tumble - practical dog drying coats and outdoor wear rather than novelty accessories. - Hiro + Wolf - stylish collars, leads and harnesses, with a stronger emphasis on design and UK production.

## Best quick picks

- Best everyday dog food: Forthglade or Arden Grange - Best fresh dog food: Butternut Box - Best cat-food brands: Lily's Kitchen, Meowing Heads or Scrumbles; Meowing Heads is specifically noted for high-meat recipes and digestive-focused formulas. - Best treats: JR Pet Products or The Innocent Hound - Best sustainable accessories: Beco Pets - Best grooming: WildWash

“British brand” does not necessarily mean every product is manufactured in Britain, and ingredient quality varies by recipe. For food, check that it is labelled complete for the correct species and life stage; for a medical condition, choose a veterinary diet with professional advice rather than relying on marketing claims. Which?'s comparison included 1,447 surveyed members and covered brands including Burns, Butternut Box, Forthglade, Lily's Kitchen, Royal Canin and others, making it a useful supplement to ingredient-based comparisons.

Excerpts from collected AI answers. AI claims are evidence of the response, not verified brand facts.

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Found / Brand snapshot

Scrumbles

Pet

21 August 2026 – 25 October 2026 (scans 1–11)

5.5

%

AI visibility

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A clear measure.
An open method.

Visibility is the share of collected answers that name the brand. Brands in the same industry and market are measured against the same question set.

Published window

271

Answers naming the brand

4947

Answers collected

5.5

AI visibility

Answers naming the brand ÷ all collected answers × 100

01

Ask consistently

The same industry questions across ChatGPT, Perplexity and Google AI Overviews.

02

Record each response

Track brand mentions and positions across the published scans.

03

Compare the same scope

Use the same market, category and measurement window for every comparison.

Read the methodology

This is a sample of AI responses. Answers vary by platform and date; visibility does not measure sales or product quality.

Overall visibility combines answers within the published dates. Some market series accumulate scans from launch; others use four-scan cycles. A new cycle changes the scoring window, while individual scan history is retained. Compare the dates and sample sizes before comparing periods.

In the Found by Flux AI Visibility Index, Scrumbles ranks #8 among 49 tracked brands for Pet · United Kingdom (21 August 2026 – 25 October 2026). Its visibility is 5.5%. It was named in 271 of 4,947 AI answers across 48 of 150 tracked questions, averaging position 2.6 when mentioned.

Source: Found by Flux · ChatGPT, Perplexity and Google AI Overviews. Visibility measures mentions in this sample, not sales or recommendation quality.

The scores, explained.

The scope, scores and comparisons behind this brand profile.

What is this brand’s AI Visibility Score?

Found by Flux records 5.5% AI visibility for Scrumbles in Pet · United Kingdom, measured over 21 August 2026 – 25 October 2026. It ranks #8 among 49 tracked brands.

How often does AI mention this brand?

Scrumbles was named in 271 of 4,947 collected AI answers, across 48 of 150 tracked questions, for Pet · United Kingdom (21 August 2026 – 25 October 2026). A mention can include a comparison or qualification; it is not necessarily a recommendation.

How is the AI Visibility Score calculated?

Found divides the number of collected answers naming Scrumbles by all 4,947 answers in the published Pet · United Kingdom sample, then multiplies by 100. The same question set is used across ChatGPT, Perplexity and Google AI Overviews. See the Found methodology for the scope and limitations.

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