Hygge

About Hygge

Hygge is an Italian pet food company founded in 2021 by Martina Terigi, Samuele Nannini, Rebecca Ottanelli, and Giada Iacopini. The idea stemmed from co-founder Martina Terigi's personal experience with her dog's health issues, which were linked to an improper diet. A law graduate, Terigi's thesis research on a startup creating customized shampoos inspired the concept of personalized dog food.

The company operates as an online, direct-to-consumer brand offering natural and personalized food for dogs. Its business model centers on creating customized nutrition plans based on a dog's specific characteristics, such as age, breed, lifestyle, and potential allergies. Customers complete an online test, and an algorithm developed by veterinarians and nutritionists recommends the most suitable kibble. Hygge also provides free veterinary consultations to support pet owners in their choices. Revenue is generated through direct sales on its e-commerce platform, which includes a recurring purchase option offering a 15% discount and other VIP benefits.

Hygge's product line includes classic and grain-free kibble, snacks, and wet food, all developed with nutrition-expert veterinarians. The recipes feature natural ingredients like fresh meat, fish, dehydrated fruits, and vegetables, as well as specialized nutrients like turmeric and ginseng. A significant focus is placed on sustainability. The company uses 100% paper-recyclable packaging and has introduced innovative, eco-friendly protein sources, such as insect-based kibble, to reduce its environmental impact. In 2025, Hygge was the only Italian startup selected for the Amazon Sustainability Accelerator, a program that provides grants and mentorship to help emerging businesses grow sustainably.