hupple, created by a person in his early twenties, one of the few truly Belgian brands!
Creating a fantastic dog's life, both for dogs as well as their masters is our daily passion and challenge!
A fantastic dog's life requires some important ingredients:
healty, natural, reward, communicate, play, love.
Mix all these ingredients with quality and a competitive price: your hupple dog's life is born!
Hupple is a brand with a fun and unusual origin. In 2006, the then 23-year old Manuel Goossens, was commissioned to develop a new product for dogs visting the Hilton Hotel in Antwerp. Manuel came up with biscuits of superior quality, packed like coffee biscuits.
Manuel registered the idea and concept under the name "hupple". The company "GOOD !D" received the license to commercialise hupple and it became a giant hit.
The ordinary dog biscuit was reinvented! Nowadays, the hupple biscuits are served in restaurants and hotels all over Europe.
The road to hupple is far from usual, so let us take a short trip down memory lane:
1995: Manuel Goossens, 12, youngest in an entrepreneurial family and crazy about animals. 1 hamster turned into 2 hamsters and they turned into … tens of hamsters!
Manuel started working together with one of the first pet supermarkets in Belgium. His duties: taking care of animals, maintaining the cages and sharing experiences with numerous customers. Quickly, some market demands became visible...
Manuel, as well as other animal lovers, discovered there was nothing on the market to feed our pets in a “continuous, clean and animal-measure” manner. Improvised feeders are often too small, fall over, are gnawn to pieces after a month or are difficult to maintain...
Driven by the point of view that something has to be “perfect and practical” and after a long period of hands-on experience, Manuel, age 16, introduced his automatic feeding tower, the “Feed-O-Matic”.
The Feed-O-Matic proved to be the perfect solution to ensure clean feeding for one or several pets at all times of the day.
The Feed-O-Matic is handy, user- and maintenance-friendly, cheap and moreover unique on the market.
The year-long dedication was rewarded: the Feed-O-Matic was successfully launched in all Tom & Co shops.
A few months later, the Feed-O-Matic was available in several countries and got known as “your pet’s personal butler".
After finishing his studies, Manuel made himself more familiar with pet food and snacks.
He worked with several private labels both in Belgium and abroad. He launched quality food for rodents in handy cups under the Feed-O-Matic “Nature Premium” label.
Originality and quality kept determining the new product creations. In 2004, Feed-O-Matic launched the “chips for rodents".
In 2005, they were followed by the “Rings & Fries for rodents”.
In 2006, Manuel took an important strategic decision with his company GOOD !D.
Feed-O-Matic disappeared out of the assortment and was replaced by hupple. The private label activities were put under a separate division “Your Pet Label”, with a tailor-made vision and service.
Nowadays, GOOD !D supplies to all the important private label players on the market and hupple has become a respectable growing player as one of the few Belgian brands.
