How to create a new category: healthy dog snack brand Denzel’s with Co Founders James Lacy and Nathan Perry.

Healthy dog snack brand Denzel’s is sold just like human snacks in convenience stores and petrol stations. Founders James Lacy and Nathan Perry explain it wasn’t easy persuading retail buyers to do that, but now they have, it outsells traditional channels for them. In our latest scale-up podcast James and Nathan explain how they gave up their comfortable jobs, moved into a garage, and decided to create a new category: healthy dog snacks. hear how they did it, how they secured their first major listing in Sainsbury's, and a significant investment from Virgin.