UK-based Pure Pet Food, known for its subscription-based, tailored dog food service, has raised £15 million (US$19.4 million) in an investment round led by Felix Capital, with support from Mercia Ventures.
The investment is set to accelerate the company’s expansion following rapid growth, underscoring the rising consumer demand for high-quality, personalised pet nutrition.
Founded in 2013 by Daniel Valdur Eha and Mathew Cockroft, Pure Pet Food has established itself as a leader in fresh, shelf-stable pet food, offering rehydrated meals crafted from natural ingredients.
These meals feature quality proteins like chicken, duck, and salmon, as well as nutrient-dense fruits and vegetables, which aim to deliver functional health benefits tailored to individual pets.
Since its inception, Pure Pet Food has delivered over 42 million meals to a loyal customer base of 40,000 pet owners across the UK. In the past two years alone, Pure has seen over 200% growth in sales, with an annual revenue run rate now reaching £25 (US32.3) million.
Cockroft, co-founder of Pure Pet Food, expressed enthusiasm about the new partnership with Felix Capital, noting the company’s milestone achievement.
“Having one of Europe’s leading consumer investors involved marks a significant milestone for us,” he said. “Our ambitions have grown alongside the business, and we’re eager to shape the future of pet health and happiness together.”
Investor Jan Oosthuizen from Mercia Ventures lauded the team’s dedication, stating, “Pure’s vision and ambition continue to excite us, and we are delighted to support them as they pursue future milestones.”
This investment comes as the premium pet nutrition market is looming globally as humans continue to take better care of what their pets consume.
For example, according to a market research report by Ankura Insights, in 2023, the global premium pet food market was valued at US$2.8 billion and is projected to grow to US$3.2 billion by 2030. This represents a compound annual growth rate (CAGR) of 4.4% since 2019.
With this capital infusion, Pure Pet Food is set to build on its momentum, expanding its offerings and reach as pet owners increasingly prioritise premium, health-conscious options for their pets.
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