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 her 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.
Every product fixed one slice of mealtime. A slow feeder slowed eating. A lick mat added enrichment. A prep container stored food. A travel bowl worked away from home. Feeding one dog meant buying, storing and cleaning four of them.
So instead of buying a fifth, we started sketching — on a kitchen floor in Melbourne, with Belle, Marley and a pile of half-eaten dinner. One question has guided every prototype since: would this actually keep Belle and Marley safe and happy at dinner? One bowl. Slow feeder, lick mat, prep and travel — because caring for a dog shouldn't take four products.
Every decision starts with one simple question: "Does this help dog parents care better while working with how dogs naturally eat?"
Dogs move, explore, pause, reposition. We built Super Feedy to work with those instincts, not against them.
Most slow feeders rely on obstacles to slow a dog. Ours keeps them engaged instead of punished.
A slow feeder here, a lick mat there, a travel bowl somewhere else — one system does all of it.
Food-grade silicone, dishwasher-safe, backed for life. Replacing cheap bowls every few months isn't good for your dog or your wallet.
Super Feedy took years of sketching, prototyping and testing. We tested patterns, depths, angles, materials. Suction systems. Meal types. Dogs of every size. Every failure brought us closer to the bowl we'd pictured for Belle and Marley. Better care is never accidental.
We never set out to win anything — we wanted the bowl we wished existed for our own two dogs. The Pet Innovation Award, the media features, the vet endorsements all followed because the product solved a real problem, not because we chased them.
The recognition that matters most isn't a trophy. It's a dog parent saying:"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.
Thousands of dogs now eat calmer, slower meals — with fewer than 10 returns across all of them. That's the promise we've made since day one, and it hasn't changed. We'd love to welcome you and your dog too.
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.