Pure Pet Food, a Yorkshire-based company, has secured £15M in funding to expand its operations.
- The company focuses on personalized dog food delivered directly to customer homes.
- Felix Capital led the investment, with participation from Mercia Ventures.
- The firm was founded in 2013 by Daniel Valdur Eha and Mathew Cockroft.
- With over 40,000 customers, the company aims to grow both domestically and internationally.
Pure Pet Food, located in Cleckheaton, Yorkshire, is gearing up for significant growth after securing a £15M investment. Felix Capital, alongside Mercia Ventures, led this funding round. The company, which offers personalized dog food delivered to customers’ doors, was founded in 2013 by Daniel Valdur Eha and Mathew Cockroft with a humble £300 loan and a revolutionary vision for the pet food market.
The idea behind Pure Pet Food is simple yet impactful: provide natural, healthy, and easily digestible food for dogs, as an alternative to traditional kibble. This approach has resonated well with pet owners, leading the company to employ over 100 individuals and serve 40,000 regular customers across the UK. Customers pay a monthly subscription for pet food tailored specifically to their dog’s needs.
The recent appointment of Roz Cuschieri as CEO in April 2023 has added strategic vision and industry experience, propelling the founders to seek external investment. Cuschieri’s previous board experience with major companies such as Warburtons and Genius Food positions her well to guide Pure Pet Food’s expansion both within the UK and in new international markets.
Felix Capital’s involvement marks a significant milestone for the company, given their reputation as a leading consumer investor in businesses like Deliveroo and Oatly. Mat Cockroft, co-founder of Pure Pet Food, expressed enthusiasm for the partnership, stating it is an exciting opportunity to shape the company’s future and further their mission of improving dog health and happiness.
Support from existing investors and the team is unwavering, emphasizing the company’s consistent vision and ambition. Jan Oosthuizen from Mercia Ventures remarked on Pure Pet Food’s impressive growth, highlighting the dedication and hard work of its leaders and team. The company is poised for further expansion, supported by strong financial and strategic backing.
Pure Pet Food’s investment marks a pivotal moment in its quest to revolutionize the pet food industry.
