Our Passion


We’re passionate about small furries!

Cute-rabbit-1440-900-widescreen-33515Over twenty years ago we launched Russel Rabbit, the first specialist pet food for small furries. Ever since, we’ve continuously added to our range of specialist petfoods.

We really care about issues such as sustainability and the environment and do everything we can to minimise our impact on the world around and the creatures that live in it – that includes us humans!

Examples of the positive steps we take include always buying locally if we can, using energy as efficiently as possible, reducing the CO2 emissions caused by transportation, using as much recycled material for packaging as we can and supporting local charities that promote education and support the wellbeing of both people and animals.

In addition, we do not use Palm Oil in any of our products. Palm oil is a type of vegetable oil which is used in many everyday foods and products. Today, almost all palm oil is produced in, and exported from, Indonesia and Malaysia where rainforests are being destroyed to make way for oil palm plantations. This means that orangutans and other animals are being killed in the process. This large-scale deforestation is pushing orangutans towards extinction, along with many other native species of Borneo and Sumatra. At Supreme, we are Palm Oil Free and do not use Palm Oil in any of our pet food products.

Supreme makes the finest nutritionally balanced foods to promote the wellbeing of small animals and we are a member of the Pet Food Manufacturers Association – but it doesn’t stop there…

Because we’re passionate about small animals, we’re dedicated to achieving the highest standards in all the things we make for them. We thoroughly research the needs of small animals, which involves vet and food specialists who constantly review the latest research in small animal welfare.

Our production methods, wherever possible, operate to the same standards as those that apply to the preparation of human food. Every production line is dedicated too. This means herbivourous food is prepared in a dedicated vegetarian environment.

An important constant throughout the process is traceability – all the way to purchase. So when you buy Supreme Petfoods, you can be sure that every possible effort has been made to ensure the food you feed your pet is excellent in every way.


To help you decide whether a particular food gives your pet all the nutrition it requires, we’ve include a Recommended Daily Allowance (RDA) panel on our packs – the kind of thing you find on human food packs.

We’re the first pet food company in the world to include such a panel on our packaging. This also represents a guarantee of consistency and quality that no other manufacturer can match.

And there’s more! We include +hay +water on the RDA panels of our herbivourous food. This reminds you that your small furry friend always needs hay and water too.

Another thing we really care about is the welfare of small furry creatures, which is why we ask you to think about the following things before you get a new pet of any kind – are you able to –

  • Provide the right housing?
  • Have room for it to exercise?
  • Feed and water it daily?
  • Handle it daily?
  • Groom it regularly?
  • Clean out the cage daily to control germs?
  • Check for signs of illness or disease?
  • Take your pet to the vet for regular health checks and other procedures?
  • Know someone who will look after it for you when you are away?
  • Exercise it daily?

Supreme Ethics

At Supreme we take our responsibilities to small pets and the wider community very seriously. The company policy is to provide the best quality foods and always clearly communicate the correct way to feed small pets.

  • Supreme invests in veterinary education to help further understanding of the needs of small pets.
  • Experts in veterinary medicine and nutritionists are involved in the formulation of Supreme recipes.
  • All of our foods for vegetarian pets are made in dedicated vegetarian facilities and we only use the finest natural ingredients.
  • We do not use ingredients, such as palm oil, that might harm the environment or other animal species.



Once you are happy that you can provide everything your new pet will need, then you can choose your new best friend – and enjoy their company knowing you will be able to care for them properly.