Superkin

Press

Press kit

For journalists, podcasters, and content creators. Got questions or want a 30-minute interview with Stephen? hello@superkin.app.

The one-paragraph summary

Superkin is the household app for UK dog owners. Partners, kids, walker, in-laws, eventually your vet all log what they noticed about the dog in one shared place. Every Sunday at 6pm the app turns the week’s notes into a plan: what to work on, who’s best placed for what, what to keep an eye on, what’s worth a vet visit. Built by Superwild Pets, the fresh dog food brand, after the same household problem kept showing up in customer conversations. Launches summer 2026.

Three story angles

  1. Why no household app for dogs exists. Cozi for families, Ralph for single owners. Multi-user household tools for the most-loved pet in the UK household don’t. Why now, why us, why it’s harder than it looks (the voice-capture latency, the cross-handler consistency problem, the RCVS line).
  2. The 2026 CMA reforms and what they unlock for owners. The reforms gave owners a legal right to a written prescription. Most don’t know. Superkin spots when they’re overpaying on long-term meds (Apoquel, Librela, joint supplements) and drafts the prescription request for them.
  3. Senior dog care without the guilt. The hardest chapter of dog ownership. Subtle declines no one person sees clearly. Family disagreements about "is it time?" Superkin codifies the "good days vs bad days" framework, gives the household one shared place to track it, and reduces the second-guessing.

Quotes for direct use

“The dog food business kept showing us the same problem: no one place for everyone who looks after a dog to stay aligned. Notes on the fridge, group chats, dropped balls. We built Superkin to fix that.” — Stephen Crowther, founder
“The Sunday plan is the product. Notes and tasks are just the input layer. We don’t want to be another tracker. We want to be the thing your dog’s team reads on Sunday evening that pulls the week into shape.”

Brand assets

High-res logo files, founder photo, screenshots, and brand colour palette available on request — email hello@superkin.app and we’ll send a zip within the day.

Factsheet

  • Name: Superkin (sub-brand of Superwild Pets)
  • Founded: 2026
  • Based in: United Kingdom
  • Stage: Pre-launch — first wave of UK households Summer 2026
  • Pricing: Free tier + £4.99/mo Family tier
  • B2B: Connect / Active / Practice tiers for UK independent vets from autumn 2026