We are leaders in treats, toys and seasonal pet care

At Armitage we pride ourselves on bringing pleasure to our furry friends across the UK and beyond. Our flexible, innovative approach and strong supply network means we remain at the forefront of treat and toy innovation. We’re working hard to ensure everyone’s experience of the business and our products reflects our FIRST values of Flexibility, Integrity, Responsibility and Succeeding as a Team.

Supplier Diversity

Our success has been founded on working closely with our suppliers and creating products to enhance the lives of our consumers and their pets. Within Armitage Pet Care we have clear roles and responsibilities for working with our suppliers, and we work with all types of suppliers from SMEs to major international organisations - promoting supplier diversity.

Ethical Statement

Armitage Pet Care has ethics at its heart. We work hard to ensure our people, consumers (furry or otherwise), customers, and suppliers are treated fairly and that our products are produced to the highest standards.

Our suppliers are selected based on our strict ethical policies which include:

  • Freedom of employment
  • Safe & hygienic working conditions
  • No child labour
  • Anti discrimination policies

As a leading pet company, we actively promote responsible pet ownership engaging in regular dialogue with pet owners via our brands and through all modes of media, supported further through our membership of the industry’s leading trade associations.

Armitage Pet Care never force animals to eat or use any of our products – they just love them regardless!

We actively support local and national pet charities offering regular giveaways and sponsorship to organisations that share our passion for pets and their welfare.

Our employees are our strength and our culture is built on teamwork and empowerments. We provide equal opportunities and are committed to the principle of equality regardless of race, colour, ethnic or national origin, religious beliefs, sex, age or disability.

We take our environmental responsibilities very seriously, and actively encourage initiatives that help reduce our environmental impact both as a manufacturer and importer.

A strong history, and an exciting future.

Samuel Fox Armitage

Foundations of the company laid down by Samuel Fox Armitage.

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.

Chicken Feed

Production of chicken feed commences.

Armitage Mill Opens

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

Chicken Food Manufacturing Ceases

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

Good Boy

Share capital of Good Boy Pet Foods is purchased.

Choc Drops

Good Boy Choc Drops manufacturer starts at Colwick.

Royal Warrant

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


Wafcol dog food business is acquired by Armitage Pet Care.

The Space Lobber

Launch of the amazing Good Boy Space Lobber dog toy.

High Meat Treats Launched

A delicious range of high meat treats for dogs was launched

Wild Bird

A brand new Wild Bird range is launched.

16 Million

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

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.

Website launches

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

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 brands

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