Who is Norm?
Our story
Norm was founded in 2021 and is the brainchild of two animal lovers, bored by pet food. Clare Kearney (of Hunde pet nutrition) and Mel Devereaux (of Laila and Me natural dog treats) have two decades of combined experience in the Australian pet food industry.
You could say we know what we're doing.
A case could also very convincingly be made that we have no idea what we're doing.
But the important thing is we're having fun.
Tell me more
why norm?
We spent a decade watching strong progress toward better pet food, healthier treats and more educated pet parents. And we were both more frustrated than ever with the state of the industry.
Pet food had gotten really f**king serious, but in many ways it hadn't actually gotten much better. The products were generic, the claims were absolutely wild, and the politics made Donald Trump look mature (which is also why we ran Norm totally anonymously for the first two years).
We wanted to make something that spoke directly to everything we hated about "pet specialty."
OK I'm listening
What is norm?
Norm is unserious and unapologetically gimmicky. It's pure escapism. Fly away on Norm's spaceship; meditate while you sculpt your dog's enrichment for Instagram.
It's also really f**king nutritious.
Norm is a way to add interesting nutritional variety to your pet's meals, encourage them to drink more water (which is super important for dry fed and older pets), make food more palatable for fussy weirdos, and take your enrichment to another level.
We want to bring the wild into the norm.