After launching the company, Mr Middleton said he had the breakthrough idea for it in therapy.
He said: “I remember sitting in the therapists chair with Ella by my side having taken a leave of absence from my company Boomf to focus on my clinical depression, with tears in my eyes I said ‘what am I going to do next’.
“I had zero confidence & I felt like a complete failure – the Therapist said, ‘do something you love – you love your dogs and have so much confidence around them so why not try and include them in your next venture’, and so the journey of Ella & Co begins.”
He also said on the company’s website: “A few years back, my dogs helped pull me out of a really difficult battle with depression.
“When I reached the other side, I set out on a mission to make their lives just as happy and as healthy as they’ve made mine, starting with the food they eat.”