50 years experience and expertise in producing
premium quality dog food
50 Years of Happy Dog
The story of our dog food 1970 - 2020
How the pioneering company that started out offering complete flaked dog food became the leading specialist dog food brand in Germany and was rated Germany’s best dog food...
It all began in 1965 in Wehringen in Bavaria, when the first dog food made of wet food and flakes was produced, and launched under the name ‘Müllers Dog Food’. In 1970, Edmund Müller was among the first to develop an all-in-one food for dogs that was easy to digest. At that time, the food was made from dried meat, maize flakes and vegetables, and was very popular, particularly among breeders. That was the starting point for the Happy Dog brand. Since then the Müller family company has made it their mission to produce the perfect dog food. And with success – in 2019 Happy Dog was rated the best dog food brand in Germany. Today we are the home of healthy animal nutrition and guarantee the highest quality Premium Hundefutter – made in Germany.
1965 - First dog food
First dog food production started with ‘Müller's dog food’. This consisted of flakes and wet food.
1970 - Happy Dog
Edmund Müller developed one of the first easily digestible complete food for dogs, consisting of dried meat, maize flakes and vegetables. Müller's dog food brand became Happy Dog.
1975 - Croquettes for the first time
The first extruder for the production of dog and cat food in croquette form started up and complemented the previous production of food flakes.
1992 - First complete feed croquette
With Happy Dog NaturCroq, Interquell launched the first complete food for dogs in croquette form onto the market.
2000 - Premium market
Happy Dog entered the super premium segment for dog food with Supreme Salmon and Rabbit. The first ‘sensitive’ varieties were Ireland, Canada and New Zealand.
2015 - Trade favourite
Happy Dog became the leading specialist retail brand in Germany in the dry dog food sector.
2019 - Test winner
A customer satisfaction survey conducted by the German Association for Consumer Studies (Deutsche Gesellschaft für Verbraucherstudien mbH) revealed: Happy Dog is the best dog food brand in Germany
2020 - Product of the year
No less than three products received the award for 2020 Product of the Year from FutterTester.de: Happy Cat Bio in the category Wet Cat Food Happy Dog Soft Snack for Dog Snacks and Goood Freilandlamm for dry dog food
Happy Dog wins first place
Top dog food brand in Germany
Satisfied Happy Dog customers
The German Association for Consumer Studies carried out a survey in April - November 2019 to find out how satisfied German dog owners were with the dog food brands on the market.
Happy Dog was an immediate winner in three categories and was also the overall winner, coming top in customer confidence and winning first place for quality.
Developments in our Happy Dog packaging
In 1970, when the Müller family first used the Happy Dog brand name for their dog food, the packaging was very simple. Over the years, our packaging has gradually developed, to provide protection for our high quality products and seal in freshness. In addition, multifunctional packaging has become increasingly important as a means to provide information for dog owners, such as Ingredients and feeding recommendations.
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