ONCE UPON A TIME
– IN A DOG TREAT ATELIER IN BELGIUM –
Hi there! We’re Tineke, David and Bacchus; the founding family behind Smoofl.
From Belgium, we create dog treats for families who enjoy sharing everyday moments with their dogs.
If you’re new here, we’re happy to tell you how it all started.
It all started in our kitchen.
When Bacchus joined our family in 2016, everything felt like we were welcoming a furry baby – until we walked into the pet shop.
With backgrounds in design, Belgian chocolate, and beauty, we were used to products that are carefully made, nicely presented, and a pleasure to choose. But in the pet snack aisle, we found either plain plastic bags with stickers or brightly coloured, artificial treats. Functional, perhaps. But not something that felt right to give to a dog we saw as a dear family member.
So we started experimenting at our kitchen table, looking for something that better matched how we felt about our dog. From day one, our goal was clear: turn everyday dog snacks into little moments of joy you actually want to share.
THE HEART OF SMOOFL
At the heart of Smoofl is a simple belief: dog treats are more than snacks; they’re shared moments.
We create our recipes with care, choosing ingredients thoughtfully and keeping them light enough for everyday moments. Treats that fit naturally into daily life, without guilt or excess.
Every Smoofl snack is produced in our own Belgian atelier, in small batches, together with a social workplace team that employs people with disabilities. Craft, care and responsibility go hand in hand. And it’s something we’re deeply proud of.
FROM BELGIUM TO THE WORLD
What started at a kitchen table in Belgium has grown organically, guided by curiosity, care and a love for dogs.
Today, Smoofl treats are shared by dog-inclusive families in over 20 countries. Wherever they go, our approach stays the same: small-batch recipes, made with intention, designed to be as good to get as they are fun to feed.
Let’s Smoofl, my friend.
