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Our History

1775 Armitage Established

1775 Armitage Established

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!

1962 Birth of Good Boy through choc drops

1962 Birth of Good Boy through choc drops

And they’re off! Our first batches of Good Boy Choc Drops roll off the line at our Colwick home. 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. The iconic Good Boy is truly born.

1976 Royal Warrant issued

1976 Royal Warrant issued

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!

2017 Over 16 million meat treats sold

2017 Over 16 million meat treats sold

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 2017 with over 16 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…

2018 Nominated in ASDA's Innovation Awards

2018 Nominated in ASDA's Innovation Awards

We got suited, booted and tied perfect knots in our dickie bows in York for the 2018 ASDA Innovation Awards. We received a fabulous two nominations for Good Boy's Meaty Treaty Chicken Variety Pack which is packed full of all your dogs' favourite treats, as well as our Good Boy Meaty Complete Grain Free Chicken & Vegetables recipe - an amazing food for dogs with sensitive tummies!