When we first started Doggybag in 2011, there was no such thing as fresh dog food in Malaysia. Today, the term is more familiar. But 14 years ago, it wasn’t.
There were small home kitchens cooking for dogs, but there was no clear category, no awareness, and no real understanding of what fresh, balanced dog food could be. We made the decision early on to do things properly. Not just to cook food — but to create fresh dog food that is nutritionally balanced to AAFCO standards. And that meant starting from zero.
Back then, every conversation was education. We heard the same questions every day — “Why does my dog need fresh food?”, “Isn’t kibble enough?”, “How do I know your brand will still be around next year?” And they were fair questions. Because at that time, fresh dog food wasn’t something people trusted yet. It was new. It was unfamiliar.
It took us roughly 3 to 5 years to carve out a space for ourselves. And truthfully — there were times we were hanging on by a thread. There were many moments where we shouldn’t have made it. But we did. Because our customers stayed. Their loyalty, their trust, and the improvements they saw in their dogs kept us going.
For over a decade, we’ve had the privilege of feeding dogs fresh, human-grade meals. But from the very beginning, we made a promise to ourselves: Doggybag would never forget who it is really for. Not just the dogs whose owners can afford it — but all dogs. That’s why supporting the rescue community has always been part of what we do. Because every dog deserves a chance to eat better.
Some days are still a struggle. As we grow, and as we prepare to take Doggybag further, there is always more to do, more to improve, more to build. But today, we carry something we are quietly proud of: we are Malaysia’s first and longest-running fresh dog food brand. And we wear that with responsibility.
The fresh dog food movement in Malaysia isn’t about competing with each other. It’s about something bigger — better food, better understanding, and a better quality of life for our dogs. No matter which brand someone chooses.
Paws out,
Sara