About WagglyCove
WagglyCove is a Malaysian pet treat brand specialising in natural chews, dental chews, and treats for dogs and cats. We ship across Malaysia and Singapore, bringing carefully selected products to pet owners who want better options for their companions.
We started in 2020 as a small sole proprietorship and incorporated as Future Fore Sdn Bhd in 2024. Today, WagglyCove focuses on natural dog chews and treats, while PawPurr, our premium cat treat range, sits under the same roof.
At the heart of everything we do is a simple belief: pets deserve treats that are exciting, purposeful, and made to a standard we would trust for our own.
It started with Haru
Haru was two when WagglyCove began — a Shiba Inu with very firm opinions about food.
Most treats received the same response: a polite sniff and a walk away. Then came a yak cheese chew. He settled down with it and did not put it down for the better part of an hour.
That moment stayed with us. Why was something this good so hard to find here? And if Haru, one of the pickiest dogs we knew, loved it this much, would other pets feel the same?
Haru is eight now. He still gets first go at the products we bring in, and he is no easier to impress.
And then came Lala
Lala, our Ragdoll x British Shorthair mix, joined the family later and reminded us that cats are just as particular in their own way.
With her, we started looking more closely at texture, smell, ingredients, and the small details that make a treat exciting for cats. That thinking now shapes PawPurr, our premium cat treat range under the same roof as WagglyCove.
A note from Jeffrey
I started WagglyCove because I wanted to bring my furry friends products they would genuinely get excited about — not just another version of what was already on every shelf.
Over the years, that has grown from sourcing unique chews overseas to developing our own products through OEM and local small-batch collaborations. Some of our treats, including duck and chicken jerky and seasonal releases, are created together with local handmade treat makers who care about ingredients and quality as much as we do.
Running a small business is not always easy, but I have never regretted the standard we set.
If we would not give it to Haru or Lala, we will not sell it to you.
— Jeffrey, Founder of WagglyCove
What makes it WagglyCove-worthy
For us, a treat has to earn its place.
Some products are sourced from trusted makers overseas. Others are developed closer to home through OEM and small-batch collaborations with local handmade treat businesses.
Before a product joins WagglyCove, we look at the ingredients, sourcing, texture, hardness, size, smell, consistency, and how it performs in real homes with real pets. For local collaborations, we also work through details like cut, thickness, drying, texture, and pet feedback before launch.
Not every sample becomes a WagglyCove product. Some look good on paper but do not feel right in hand. Some are popular but are not a good fit for the pets we usually serve here. Some have ingredient lists we are not comfortable with.
Those products do not make the shelf.
We would rather carry a smaller, better-selected range than fill our store with products we cannot fully stand behind.
The lines we will not cross
We do not sell synthetic chews built around ingredients we would not feel comfortable giving our own pets. We do not add products just because they are trending. And we do not believe in fake countdowns, invented scarcity, or pressure tactics.
Underneath all of this is the principle we run the business by: 诚信 — integrity.
Compete on quality. Compete fairly. Let the work speak.
Say hello
We ship across Peninsular Malaysia, East Malaysia, and Singapore.
If you are unsure what to choose, tell us your pet’s breed, age, size, and chewing style. We are happy to help you find a suitable starting point.
Email us at wagglycove@gmail.com or WhatsApp +6010-9605453. We usually reply within 24 hours.