Pooch & Mutt: Crufts 2026 Roundup

Just like that, it’s all over - and we’re still smiling. Crufts, you were a dream.

We had an unforgettable time, surrounded by like-minded dog lovers and countless incredible dogs of all breeds & needs. Meeting Pooch customers, old and new, everyone showed so much love and support to our rebrand. We wish we could do it all over again!

Pooch & Mutt: Crufts in numbers

We simply can’t begin to fit all our feelings and memories from Crufts into one little blog, but numbers certainly do the talking.

But for those who couldn’t join us this time around, let’s dive into some of our highlights.

Here’s what went down:

Expert talks

We delivered a total of fifteen expert talks throughout Crufts, including ‘It Starts In The Gut’, ‘Behaviour Is A Signal’, and ‘Food Is Power’ - and with a total audience of over 10,000 fellow dog enthusiasts watching, we couldn’t have hoped for a better turnout!

These were hosted by our microbiologist Dr Bushra , along with our team vets Dr Linda and Dr Alex . Together, they shared expert insight into the science behind dogs’ behaviour, diet, and health.

After each talk, the floor opened up for a Q&A, where Dr Bushra tackled questions on everything from gut health and eating habits to those all-too-familiar ‘questionable poos’ (nothing was off-limits!).

And of course, to add to the buzz, we brought along some of our CELEBRITY ambassadors:

Drumroll PLEASE… Kerry from Max in the Lake District, Kate Lawler, and Pete Wicks!

Each day, one of them joined Bushra on stage to share their own personal pooch-love stories - as well as their raw, honest, and completely unfiltered dog parent experiences. There were no walls, no judgment - just real ‘in this together’ owner-to-owner talk.

We’re thrilled that each talk drew such an enthusiastic crowd of dog parents. All keen to boost their pooch-knowledge or hoping to meet their favourite dog-loving stars (or both - we won’t judge). 

Treats galore

We put on an irresistible spread of freebies, featuring some of our most loved dog treats.

This included:

• Peanut Butter Nutty Treats

• Calm & Relaxed Meaty Treats

• Health & Digestion Fish Treats

And of course, the star of the show, our Limited Edition Best in Show Bangers - an EXCLUSIVE, specially for guests at Crufts.

And they really did go down a treat. These goodies were so popular that we ran out on the final day, meaning we’d given away a whopping 48,000 treat bags!

Our bags were a ‘tote-al’ success

And of course, we couldn’t forget a treat for the humans, too! Our Pooch & Mutt tote bags were a huge hit at Crufts, and we’ve been loving seeing them popping up all over social media since. 

In total, we gave away over 10,000 tote bags, proudly featuring our newly refreshed logo as part of our rebrand (read more about our rebrand HERE - it’s super exciting!).

We can’t wait to start spotting Pooch tote bags out in the wild!

Provided much-needed coffee breaks

We had queues around the corner for our coffee station!

The pick-me-up was much appreciated, plus our Penny & Patch coffee stencils went down a treat.

We loved it too, because it gave us the chance to chat with so many of you! We met Pooch customers, both old and new, and their dogs who completely stole our hearts. 

Plus, we had great conversations about diet and gut health , with Dr Bushra on hand to answer all your questions. 

Dog fix, satisfied

We couldn’t have been more in our element at Crufts, with 24,000 dogs there - and so many coming over to say hello at our stand. 

We loved meeting dogs of every breed & need, and hearing all about their own personal stories, lifestyles, and diets (safe to say, we fell in love).

That even included Viola Snow, the social media star pooch with 4.1 million Instagram followers… yep, we were guilty of having a bit of a fangirl moment.

And of course, it was the perfect celebration of everything canines can do - from talented obedience, agility, and heelwork, to working breeds and therapy dogs making a difference. We were in awe of every single one.

All in all, what an experience

Whether you came and said hello, stopped by to catch one of our expert talks, or took some samples of our treats - thank you. 

It was great to meet customers face to face, and we hope you enjoyed it as much as we did. 

And, who knows? We had so much fun, maybe we’ll be back next year…

Keep an eye out on social media for updates.