BuddyMeal has just launched what it says is SA’s first personalised dry dog food, where every bag is made for one dog and one dog only!
Cape Town, South Africa (22 October 2026) – Ask a doggie what the best part of their day is and the answer will probably be dinner. Ask their humans whether they’re feeding the right food in the right amount, and you might get less certainty.
Between all the brands, ingredients and feeding guidelines that are available out there, knowing what’s right for your particular pooch isn’t always clear. A Chihuahua and a Great Dane have very different appetites, and even two dogs of the same breed can have different nutritional needs.
Local start-up BuddyMeal is hoping to address that great diversity with what it says is South Africa’s first personalised dry dog food, made specifically for each dog based on their own needs!
Like many good ideas, this one started with a dog. When Benjamin Callens moved to South Africa from Belgium and adopted Buddy, he wanted to feed his new best friend properly.
Callens has worked in consumer goods and pet food, and he had seen personalised dog nutrition gain traction in Europe, so he expected to find something similar here. Instead, he found a wall of premium brands and no way of really knowing which food was right for his dog.
“Talking to other owners, I kept hearing the same quiet worry: ‘Am I actually feeding my dog correctly?’ South African pet owners care deeply and pay premium prices, but get almost no individual guidance. I knew from Europe that there was a better way, and I could see how much it was needed here. That’s where the concept of BuddyMeal began,” says Callens.
Rather than expecting us dog owners to figure everything out ourselves, BuddyMeal works out a feeding plan based on our four-legged friends.
It starts with a questionnaire on the company’s website, where you provide details about your dog’s breed, age, weight, body condition, activity level, food sensitivities and health goals. BuddyMeal’s nutrition algorithm then determines the right food and the exact daily portion for your pooch.
Meal plans are also flexible and change with your dog’s needs. You can update your dog’s profile whenever its age, weight, body condition, activity level or needs change. Meal plans are available across life stages, as well as in gluten-free, soy-free, grain-free and chicken-free options for different dietary requirements!
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The actual food is produced in South Africa, with the orders prepared, weighed, portioned, labelled and packed at BuddyMeal’s own facility in the Western Cape.
BuddyMeal says its recipes follow FEDIAF nutritional guidelines, a leading European standard for complete and balanced pet food. The food undergoes regular laboratory testing and is produced under HACCP food-safety controls. Each bag can also be traced back to its production batch.
Every combination of food and feeding plan is also reviewed and confirmed by a certified animal nutritionist before being supplied.
Orders are then packaged in resealable packaging with the dog’s name and feeding instructions printed on the label and delivered to homes across South Africa…for free!
It’s an exciting add-on to South Africa’s growing pet industry, which is booming.
According to the latest General Household Survey from Statistics South Africa, there are approximately 7.5 million dogs living in households across the country. Meanwhile, Trade Intelligence estimates that the local pet-focused FMCG market is worth R10.4 billion, following growth of 15.8% in 2025.
Our furry companions are an important part of our families, and businesses are finding new ways to cater for them. Now, we have reliable personalised pet nutrition, and it can all be done online!
“Personalised nutrition should make everyday care easier, not overwhelm people with more choices. We want to give owners clearer guidance on the food and quantity that is right for the dog in front of them,” Callens concludes.
More information about BuddyMeal is available at www.buddymeal.co.za.
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