Rik Cridland: How A Guinea Pig Obsession Sparked A Thriving Pet Brand

How Cranswick Pet Products own-label range can help pet retailers

From its beginnings as Grove Pet Foods to the Cranswick Pet Products business it is today, the company has built a reputation on quality, expertise and partnership. We sit down with Senior Pet Nutritionist, Maia Hemingway-Wood Odell and Senior National Account Manager, Joe Fildew, to explore Cranswick's own label range and what it means for independent pet retailers.

Rik Cridland: How A Guinea Pig Obsession Sparked A Thriving Pet Brand

Ever wondered how a single spark—two rescue guinea pigs and a designer’s eye—can grow into a joyful brand with real impact? We sit down with HayPigs! co‑founder Rik Cridland to explore how playful storytelling, bright design, and behaviour science turned a niche idea into a thriving small‑animal business. From the first circus‑themed prototypes to a warehouse full of stock they had to sell fast, Rik opens up about risk, resilience, and why delight is a strategic advantage. We unpack what makes guinea pigs such rewarding companions—rich personalities, clear feedback, and a love for exploration—and how that informs product design. Rik explains how enrichment works in practice: rotating layouts, scatter-feeding, and forage-led treats that tap into scent-driven behaviour. The Pig And Mix range blends healthy botanicals with nostalgic branding to educate owners and spark daily engagement. Along the way, we talk candidly about Dragon’s Den: the constraints of filming during COVID, underselling the long-term vision, and the unexpected upside of building a tougher business plan. The outcome is a company that’s grown into a multi‑brand e‑commerce hub for small animals, supporting trade partners and a passionate community.

A Fond Farewell To Gordon Thomas

As he steps away from PATS, Pet Product Marketing speaks to Gordon Thomas to reflect on what the UK's pet trade show has meant to him and the people in the industry.