Founded in 2013 by Daniel Valdur Eha and Mathew Cockroft and based in Cleckheaton, England, Pure Pet Food produces personalized, fresh-format dog food sold through a direct-to-consumer subscription model. Its shelf-stable formulas rehydrate into fresh meals and use proteins such as chicken, duck, turkey, salmon, herring or beef alongside fruits and vegetables with functional health benefits. The company tailors food to individual dogs' needs, including health ailments and specific breeds. Pure now employs more than 100 people at its manufacturing site and offices in Cleckheaton, serves 40,000 regular customers, and has delivered over 42 million meals since 2013; sales have grown by more than 200% in the past two years. The company recently appointed Roz Cuschieri as CEO. Pure plans to use funding to enhance its UK presence, enter new markets, and develop its distribution channels and product range. Pure Pet Food manufactures personalised pet food using only natural ingredients and sells primarily through an online subscription service. Founded in 2012 by Daniel Valdur Eha and Mathew Cockroft, the company is based in Cleckheaton, Yorkshire. Sales accelerated during the pandemic as more customers chose to shop online and sign up to its subscription service. The latest funding will allow the company to continue to support its growth plans and the development of its software-as-a-service (SaaS) platform and data capabilities. Backers in the round included Mercia’s Northern Venture Capital Trust Funds and NPIF – Mercia Equity Finance. No revenue or user figures were disclosed in the article. Pure Pet Food manufactures low-processed, natural dehydrated and freeze-dried meals for pets using human-grade ingredients and on-site facilities in West Yorkshire. The founders, Mathew Cockroft and Daniel Valdur Eha, developed the brand from a small startup into a product now sold globally and in major retailers such as Pets at Home. Its recipes contain no grains, corn, additives and are positioned to help pets with sensitivities and conditions including stomach sensitivities, IBD and pancreatitis. Products require no refrigeration and are reconstituted with water, aiming to combine the convenience of commercial food with the benefits of fresh ingredients. The business has won awards including Lloyds TSB’s National Best Start-up and the PetQuip Pet Product Innovation award. Management intends to launch new products, expand the team and broaden distribution across Europe using new funding.

Total raised

$22M

Funding rounds

3

Latest round

Equity

Latest activity

Oct 2024