Experts in pet treats & toys

We are a fast-growing premium pet treats and toys business focused on providing our customers with products that excite them and their pets

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Our Brands

Here at Armitage Pet Care we cater for pets of all shapes and sizes. We know just how important pets are, so we want to spoil them just like we do our own!

Take a Walk in Our World

With over 50 years of experience, Good Boy knows just how important it is for your fur-family to enjoy oodles of playtime, a full tummy and lots of cuddles.

Dietary Sensitivity? Choose Wafcol

Wafcol has been at the heart of sensitive diets for over 40 years and has been specifically developed with a leading dermatologist to be sensitive on dogs’ digestive systems.

View all brands

Our Customers

We are proud to work with some of the UK's favourite retailers. Have a look at our partners to find your nearest Armitage supplier.

Our Values

We strive to be the best team in pet, and our core values reflect this.

  • Flexibility

    I will adapt in order to meet the needs of my customer to get the best results.

  • Integrity

    I’ll always do what’s right in my job, respecting others and trusting that they will do the same.

  • Responsibility

    I take ownership and pride in my job because it’s mine and I’m the best person to do it.

  • Succeeding as a Team

    I’m an important part of my colleagues and businesses success.

A strong history, and an exciting future.

C.1775
Samuel Fox Armitage

Foundations of the company laid down by Samuel Fox Armitage.

C.1800’s
Victoria Stores

Nottingham’s Victoria Stores opens as a retail and grocery store supplying tea, coffee, cocoa, fruits, spices, chocolate, biscuits and many other provisions.

C.1901
Chicken Feed

Production of chicken feed commences.

C.1925
Armitage Mill Opens

Armitage Brothers moves to Colwick Industrial Estate, Nottingham - which is still the site of Armitage's Head Office today.

C.1960
Chicken Food Manufacturing Ceases

Chicken Food Manufacturing Ceases
Text: With the growth of other Armitage pet products the manufacturing of chicken feed ceases.

C.1963
Good Boy

Share capital of Good Boy Pet Foods is purchased.

C.1965
Choc Drops

Good Boy Choc Drops manufacturer starts at Colwick.

C.1976
Royal Warrant

Good Boy is granted the Royal Warrant as pet food manufacturer to Queen Elizabeth II.

C.1989
Wafcol

Wafcol dog food business is acquired by Armitage Pet Care.

C.2010
The Space Lobber

Launch of the amazing Good Boy Space Lobber dog toy.

C.2013
High Meat Treats Launched

A delicious range of high meat treats for dogs was launched

C.2014
Wild Bird

A brand new Wild Bird range is launched.

C.2017
16 Million

An amazing 16 million of Good Boy’s high meat treats sold in just one year!

C.2018
Nominated for ASDA’s Innovation Award

Armitage receives two nominations for Good Boy’s Meaty Treaty Chicken Variety Pack and Good Boy Meaty Complete Grain Free dog food.

C.2018
Website launches

Armitage launches a website revamp for www.wafcol.co.uk and Good Boy’s first ever website, www.goodboy.co.uk.

C.2018
ISO Accreditation

Armitage Pet Care receive accreditation from bsi. for ISO 14001 Environmental Management and ISO 9001 for Quality Management.