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George III on the throne, America still a British colony, Industrial revolution in full swing. What do these three things have in common? That’s right they were happening at the birth of Armitage our parent company, otherwise known as our mum and dad. That’s almost 250 years ago! Time really does fly when you’re having fun!
And they’re off! Our first batches of Good Boy Choc Drops roll off our lines, before being transferred to the brand new, purpose-built Good Boy factory at Colwick in 1965. Invented in the 1950’s by Mr Alltoft and his crazy chemist partner, this ground-breaking product remains the only choccy dog treat without a hint of cocoa. Our safe choc treats for dogs were so successful Good Boy became a mainstay in households across Blighty, helped with a nod from the Queen Mother herself in 1967.
Our Choc Drops only went and landed a Royal Warrant as Pet Food Manufacturer to Queen Elizabeth II. We combed our hair, shined our shoes and proudly presented our royal warrant on the outside of building, on-pack and any where else we were allowed to. So proud!
We’ve come a long way baby. Having sold approximately 1 million, billion, quinzillion toys and treats all around the world through the years we hit a new milestone in 2018 with over 22 million of our tasty meat treats sold in just one year. That’s a lot of happy customers and wagging tails. Mission accomplished? Not a chance we’ve only just begun…