The ultimate destination for healthy dog nutrition
LOONAWELL handcrafts its premium products in Zurich, Switzerland, using only the highest quality, organic, human-grade ingredients. With a rigorous scientific approach we pioneer an unparalleled high standard in the pet industry, for dogs worldwide to live healthier, happy lives.
Unparalleled quality and trust
Driven by our passion for dogs, we strive to exceed expectations in every bowl, fostering health, happiness, and lifelong bonds.
Superior quality
LOONAWELL prioritizes exceptional quality ingredients sourced through meticulous selection processes, ensuring the highest standards of nutrition and safety for dogs.
Transparency
With the most complete and transparent labeling, LOONAWELL ensures dog owners have full visibility and understanding of the ingredients and nutritional value of their products, fostering trust and confidence.
Scientific rigor
LOONAWELL is solely dedicated to promoting the health and well-being of dogs through scientifically backed nutrition, providing solutions to common health issues, and enhancing overall canine wellness.
Our pledge to the environment
At LOONAWELL, we understand that there is an inherent environmental impact when manufacturing a new product. In our case, the cardboard boxes we use both in our packaging and for e-commerce shipping, and one of the materials we use the most, directly impacts trees. Trees, nature's silent heroes, play a pivotal role in mitigating the environmental toll of manufacturing.
If we are conscious of what we’re taking away, we can also take conscious measurements to replenish and give back. In partnership with One Tree Planted, we commit to plant a tree for every order received. The idea is to give back more than what we take and investing in trees is a first step in counteracting the environmental impact of our processes.
LOONAWELL leads pet nutrition innovation, setting unrivalled standards with organic excellence, rigorous science, and blockchain for full traceability. Transforming dog feeding globally, we aspire to set a new gold standard.
Traditional cooking methods that preserve ingredient integrity
LOONAWELL prioritizes organic, human-grade ingredients, sourced meticulously, prepared in-house, and rigorously tested for safety and nutritional value.
Fresh organic ingredients
We choose our partners and raw materials with great care. Our ingredients are organic to ensure they have a high nutritional content and are free from synthetic pesticides. Most of our ingredients are of organic Swiss origin, and those ingredients that are not available in Switzerland, we carefully source from certified Bio suppliers worldwide, handpicked for their quality and nutritional value. All our ingredients also meet human-grade quality standards.
Made under one roof
From the moment the raw ingredients arrive at our facilities, until the final products are shipped to our customers, everything happens under the same roof in Zurich. Every step is carefully monitored to ensure maximum quality, traceability, and product integrity. Our recipes undergo meticulous preparation, combining high-tech machinery with artisanal methods to guarantee consistency and excellence in every batch.
Giving power back to the consumer
At LOONAWELL, we prioritize transparency in every aspect of our process, including packaging and labeling. Once recipes are completed, they undergo stringent quality checks before being swiftly packaged on-site. Our packaging is designed to maintain freshness and preserve the integrity of our products.
What sets us apart is our commitment to providing consumers with comprehensive product labels. Unlike many products in the pet category, our labels are highly descriptive, offering all the nutritional information needed in an easily accessible format. We believe in empowering our customers with the knowledge they need to make informed decisions about their pets' nutrition.
With LOONAWELL, you can trust that every aspect of our products, from ingredient selection to labeling, is geared towards the well-being of your furry companions.
Our team
Each of us brings something unique to the table - skills, experiences, and perspectives, that foster innovation and an endless amount of resilience. It's this mix that sparks creativity, helps us bounce back when things get tough, and makes every success feel shared.
Core Team
Expert in Biomedical Sciences and Business Strategy. LOONAWELL is her vision brought to life: science-led, transparent, premium nutrition so dogs are cared for like family.
Expert in Food Science, Cristina leads product development at LOONAWELL, merging innovation and evidence-based research to craft nutritious, scientifically sound, and delicious recipes for dogs.
With expertise from the Pharmaceutical industry, Lucie brings rigor and excellence to our manufacturing processes, ensuring the highest standards of quality.
Started as a brand ambassador (!) and today drives our brand's digital presence in collaboration with our social media manager.
Valued Partners
Veterinary doctor and nutrition expert, Neus ensures LOONAWELL’s recipes support long-term health, formulated with deep care for dog physiology and preventive well-being.
Rose is the brilliant creative mind behind our website and she is helping us express our voice and that of our brand.
Simon is the strategist and critical eye behind most of our packaging.
Chef and Culinary Advisor. Chef Joao ensures that our products are delicious for humans as much as they are for dogs!
Alfonso has been with LOONAWELL since the early days and a key player on the creative side of the brand.
From cancer research to dog nutrition
In February 2019, while attending a Pet Food conference in London, a prestigious veterinarian's words struck me to the core: "Pets, among mammals, have the highest incidence of cancer, largely due to poor nutrition." As a devoted dog mom to Luna, my beloved Westie, I couldn't shake the thought: Am I unknowingly feeding her a death sentence?
After months of research, I uncovered a disheartening reality: most dog foods were indeed filled with poor-quality ingredients and misleading labels, posing serious health risks to my dog and all our furry companions. Determined to rewrite this narrative, I drew from my professional background to do something about it. With a PhD in Biomedical Sciences from Lisbon Medical School - developed at Dana Farber Cancer Institute, Harvard Medical School - I gained a substantial scientific background. After an MBA and several years of corporate experience in the fields of innovation and business strategy, with leading players within the field of human and animal nutrition, I felt equipped with the skills I needed to create LOONAWELL.
In 2020, at the age of 43, I created LOONAWELL—a Swiss premium manufacturer and dog food brand fuelled by a simple yet profound ethos: every ingredient must enhance dog nutrition. This decision, though seemingly straightforward, posed an unprecedented technical and business challenge that I was determined to solve. Today this is what clearly sets us apart from the competition.
LOONAWELL seamlessly merges scientific rigor with culinary artistry to craft dog food and treats that are not only organic, healthy, and human-grade but irresistibly delicious. So much so, that you'll be tempted to try it too!
With LOONAWELL, I amplify the voice of our silent canine companions and aspire to become the most trusted pet food brand globally. Let's join paws in consciously nourishing our furry friends and paving the way to healthier, happier lives.
LOONA is the heart and soul of our premium dog food brand.
With her infectious happiness and boundless energy, LOONA embodies the spirit of every dog. She is a constant reminder of the love we have for our pets and the commitment we hold to provide them with the highest quality nutrition.
Board of Directors
In the world of startups, success hinges on solid foundations. At the core every successful venture is a strategic board, where every key decision is backed by expertise and vision.
Chief Financial Officer at Givaudan
Founder & CEO of LOONAWELL AG
Head of Employee Data, Analytics and Experience at MIGROS Group
Partner at Food Compliance Int.