Butternut Box leads the fresh and raw category with 73,000 UK organic visits per month, followed by Natures Menu with 64,000 and Bella & Duke with 62,000, according to a new benchmarking report by pet marketing agency Bubblegum Search. Together, these three brands account for roughly 65% of all organic traffic across the sector.
The Fresh & Raw Dog Food Brands – Organic Search Benchmark Report 2025 analyzed 20 leading UK brands across domain authority, organic traffic, keyword rankings, brand search volume and AI search visibility. The study found that while fresh and raw feeding has been adopted by 16% of UK dog owners, only a handful of brands are capturing the majority of search visibility.
The report analyzed 20 UK brands spanning subscription meal services, raw-food specialists and retail/e-commerce providers. Data was captured in August 2025 using Ahrefs for Domain Rating, referring domains, keyword and traffic estimates, Bubblegum Search proprietary analysis and manual checks for AI Overview citations.
Key metrics included Domain Rating on a 0-100 log scale estimating backlink authority, referring domains, organic traffic from Google.co.uk, ranking keywords, branded versus non-branded traffic share and AI Overview citations measuring frequency of brand mentions in Google's AI-generated search results.
The rankings
Butternut Box holds a Domain Rating of 67 with more than 16,700 non-branded keywords, while 53% of its traffic comes from branded searches. Natures Menu has a Domain Rating of 56 with over 10,300 non-branded keywords and 36.8% branded traffic. Bella & Duke, with a Domain Rating of 54, ranks more than 19,000 non-branded keywords with 45% branded traffic.
Despite holding the highest Domain Rating at 66, Freshpet attracts just 3,000 monthly visits. By contrast, Bella & Duke delivers more than 20 times the traffic through broader content coverage and deeper keyword targeting.
Nutriment performs strongly on non-branded visibility, with only 4% branded traffic. ProDog Raw generates 13,200 monthly visits with a Domain Rating of 51.
At the other end of the spectrum, Tuggs shows the highest reliance on branded search at 67.5%, followed by Paleo Ridge at 65.1% and Naturaw at 51.1%. Raw Made Simple and Raw Dog Food Co. rely almost entirely on non-branded discovery.
Butternut Box and Bella & Duke lead in Google's AI-generated results, each appearing over 3,600 times across sampled queries.
"Fresh feeding has gone mainstream, but most brands still focus on loyalty rather than discovery," said Matt Cayless, founder of Bubblegum Search. "Search is no longer just about backlinks -- it's about earning authority through visibility, expertise, and helpful content. Brands that show up when pet owners are researching, not just when they're ready to buy, will own the next phase of growth."
