It started with a swollen belly and a late-night drive to the emergency vet. Belle, our Labrador, had eaten too fast — again — and this time something was wrong. That night changed how we thought about the dog bowl forever. Super Feedy is what came out of it.
Belle, our Labrador, ate like every meal was her last — bowl empty in under a minute. One night she was retching with nothing coming up, pacing, distressed. One word online: bloat. We drove straight to the emergency vet. Her stomach had started to twist — they treated her that night. With bloat, an hour either way is the difference. Then Marley, our Cocker Spaniel, brought his dinner back up most nights from eating too fast.
Two dogs. One problem — the bowl. We tried four separate products to fix it. None fixed the whole thing. So we built the one that did.
Super Feedy began on a kitchen floor in Melbourne — with Belle, Marley, a pile of half-eaten dinner, and four different products that each fixed one piece of the problem and none of the whole thing. So instead of buying a fifth, we started sketching.
One question has guided every prototype since:
"Would this actually keep Belle and Marley safe and happy at dinner?"
Belle and Marley taught us something most feeding brands had overlooked. Every product solved one small part of mealtime.
✓ A slow feeder slowed eating.
✓ A lick mat added enrichment.
✓ A prep container stored food.
✓ A travel bowl worked away from home.
Before long, feeding one dog meant buying, storing and cleaning four different products. We believed dog parents deserved something better.
Most companies start by asking: "How do we make a better bowl?" We asked a different question: "How do we make every mealtime simpler?" That changed everything. Instead of designing another feeding product, we designed one system that supports everything surrounding mealtime:
✓ Slow feeder. No more gulping.
✓ Daily enrichment. No more anxiety.
✓ Meal prep. No more measuring with a dirty scoop.
✓ Storage. No more clutter.
✓ Travel. No more packing three separate bowls.
Because caring shouldn't require four different products.
Every decision starts with one simple question: "Does this help dog parents care better while working with how dogs naturally eat?"
Dogs don't eat from one spot. They move. Explore. Pause. Reposition. We designed Super Feedy to work with those instincts—not against them.
Many slow feeders rely on obstacles and frustration to slow dogs down. We designed Super Feedy to be engaging, not punishing.We don't believe dog parents should buy another product every time a new challenge appears.
A slow feeder here. A lick mat there. A travel bowl somewhere else. We designed one system that does it all—because mealtime is the whole routine.
Made from food-grade silicone. Dishwasher-safe. Backed for life. Because replacing cheap products every few months isn't good for your dog—or your wallet.
Super Feedy wasn't designed in a day. It took years of sketching, prototyping, testing, and refining to create something dogs genuinely enjoyed using. We tested patterns. Depths. Angles. Materials. We tested suction systems. Meal types. Dogs of every size.
Every prototype taught us something. Every failure brought us closer. Every improvement was a step toward the feeding experience we'd imagined for Belle and Marley. Because better care is never accidental.
We never set out to win anything. We simply wanted to create the feeding system we'd wished existed for our own dogs. The awards, media features, and veterinary recognition followed—not because we chased them, but because the product genuinely solved a problem.
Every award, media feature and recognition came later. They weren't the goal—they were the result of creating something that genuinely helped dogs and the people who love them.
The greatest recognition isn't a trophy. It's hearing a dog parent say,
"This is the first feeding product that's actually worked."
Awarded for rethinking slow feeding with a smarter 4-in-1 mealtime system.
Selected for American Kennel Club Family Dog's Spring/Summer 2026 Must-Have Gear Guide — named an essential for dogs who eat too fast.
Labelled “the best slow feeder dog bowl ever” for its all-in-one feeding design.
Named a winner by People magazine's annual Pet Awards — recognised for making healthier feeding part of every dog's daily routine.
More than 20,000 dog parents now trust Super Feedy. That number has grown, but our mission hasn't. We're still helping dog parents care better through healthier, calmer and more rewarding mealtimes.
That's the promise we've made since day one—to help dog parents create healthier, calmer mealtimes and enjoy the peace of mind that comes with knowing they're caring for their dog in the best way possible.
Join Thousands of Dog Parents Who Care Differently
More than 20,000 dog parents have already made the switch to healthier, calmer mealtimes. We'd love to welcome you too. Because some dogs get fed. Yours gets cared for.