Mission, vision and strategy

MISSION-PURPOSE

To offer the animals a natural, honest and quality food, prepared as if it were for ourselves.
We work with real ingredients, of controlled origin and proximity whenever possible, collaborating with local producers and specialised bakeries that apply similar standards to those of food for people.

Our mission is to innovate in the manufacture of food that provides health, well-being and confidence, developed with responsibility, transparency and respect for animals, families and the environment.

VISION

To become an international reference brand in natural pet food, recognised by:

  • The nutritional quality and authenticity of our recipes.
  • Innovation continues to be guided by scientific, sustainable and functional criteria.
  • Active collaboration with universities, manufacturers and animal nutrition experts.
  • The creation of products that improve the lives of pets and their families.
  • The identity and authenticity of our territory, Extremadura, as an origin and inspiring force.

We aspire to lead the development of new formats, technologies and solutions that allow us to offer safer, more functional, sustainable and accessible food, while maintaining the essence of our philosophy: “Feeding with truth and affection, as if it were for ourselves.”

STRATEGY

Mr.Bones' strategy is based on a sustained growth model, driven by responsible innovation and the development of products that bring real value to pets and their families. The main axes are:

Innovation in new formats

Promote the development of new product lines that respond to current market needs:

  • Cooked complete feed in TetraBrick format.
  • Dehydrated complete dry food for dogs and cats (Dry BARF).
  • Functional natural supplements.
  • Dehydrated monoprotein toppers and treats.

Functional ingredients and advanced nutrition

Integrating ingredients that provide specific benefits (digestive, joint, immunological, dermatological, etc.), in collaboration with animal nutrition experts and research centres.

3. Open and collaborative innovation

Working together with:

  • Department of Animal Nutrition, Faculty of Veterinary Medicine, University of Extremadura (animal nutrition, trials and scientific validation).
  • Pet Select and other specialist manufacturers.
  • Local suppliers of natural and sustainable ingredients.

This approach accelerates innovation, ensures scientific rigour and improves transfer to the market.

4. Sustainability in packaging and processes

Develop more sustainable, recyclable packaging with a lower carbon footprint, reinforcing consistency with our values and international market demand.

5. International expansion and digitalisation

Boost growth in new European and non-European markets, strengthening the B2B channel and progressively scaling up the digital B2C channel.

6. Innovation Management System (ISO 56001)

Implement and maintain a robust system that:

  • Order and prioritise innovation projects.
  • Generate replicable monitoring, evaluation and development processes.
  • Involve internal and external stakeholders.
  • Promote a culture of innovation based on quality, experimentation and continuous learning.

INNOVATION ACTIVITIES

SHORT TERM (2025-2026)

  • Launch of the complete cooked TetraBrick line.
  • Development and validation of a complete dehydrated cat food (Dry BARF).
  • Incorporation of functional natural supplements for dogs and cats.
  • Improving packaging with sustainable criteria.
  • Active collaborations with the University of Extremadura.

MEDIUM TERM (2027-2028)

  • Expansion of the TetraBrick full line cooked range.
  • New functional products based on joint research.
  • Optimisation of the dehydration process and internal formulation.
  • International expansion into new non-European markets.
  • Increased digitisation of the direct-to-consumer channel.

LONG TERM (2029-2030+)

  • Development of new natural conservation technologies.
  • Innovations in packaging with a low environmental footprint.
  • Consolidation of an in-house R&D department.
  • Participation in international research projects.
  • Autonomy in financing innovation through developed lines.

Julián Cuello Miranda
Head of Management / Directorate
Mr.Bones, S.L.