Brand History
Brand development
Experience & expertise in the production of premium dog food for more than 50 years
Over 50 years of Happy Dog
The history of our dog food brand since 1970
How the pioneer of complete dog food flakes became the leading specialist retail brand in the dry dog food sector, and ultimately the best dog food brand in Germany. It all began in 1965 when dog food
consisting of wet food and flakes was first produced in Wehringen, Bavaria, and sold under the name Müller`s Hundenahrung. In 1970, Edmund Müller then developed one of the first highly digestible
complete foods for dogs. At that time, the food consisted of dried meat, maize flakes and vegetables and was particularly popular with dog breeders. This was the starting signal for the Happy Dog brand. Since
then, the Müllers have made it their mission to perfect their dog food in their family business. With success, as Happy Dog was recognised as the best dog food brand in Germany in 2019. Today, we
present ourselves as the home of healthy pet food and guarantee premium dog food of the highest quality – made in Germany.
Brand History
Development of the Happy Dog brand
The first dog food production consisting of wet food and flakes started under the name Müller's Hundenahrung.
First extruder for the production of dog and cat food in kibble form was started up.
Happy Dog entered the super-premium segment for dog food
with Supreme Salmon and Rabbit. The first Sensible varieties were Ireland, Toscana and New Zealand.
A customer satisfaction survey by the Deutsche Gesellschaft für
Verbraucherstudien mbH revealed that Happy Dog is the best dog food brand in Germany
In the food test, the new vegetarian variety Sensible India scored 9.3 out of 10 stars.
The new Happy Dog Young varieties were rated very good by FutterTester.
The pet novelty of the year 2021/2022 in the dog category was Sensible India.
The development of Happy Dog packaging
In 1970, when the Müller family first produced dog food under the Happy Dog name, the bags were still very simple. Over the years, the packaging has been continuously developed to protect the high quality
of the product in the best possible way and to ensure freshness. In addition, the information for dog owners on the multifunctional packaging with regard to the ingredients and feeding recommendations became increasingly important.
Happy Dog Dry Food– Made in Germany
