# Pure Pet Food

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/pure-pet-food

- Industry: Consumer Products
- Headquarters: Cleckheaton, UK
- Website: www.purepetfood.co.uk
- Total disclosed funding: $20M
- Latest round: Series A (Oct 21, 2024)
- Investors on record: 2

## About

Pure Pet Food Limited, based in the UK, specializes in creating personalized, all-natural dog food, enhancing the nutritional experience for pets through a convenient subscription service.Founded in 2013 and headquartered in Cleckheaton, UK, Pure Pet Food Limited offers tailored nutrition for dogs. The company's focus has shifted towards subscription-based direct-to-consumer sales. Daniel Eha is the founder, while Roz Cuschieri serves as CEO. The company has successfully raised a total of GBP 15 million across different funding rounds, with the latest being a Series A round led by Felix Capital on October 21, 2024, which also included Mercia Asset Management as an investor. The total amount raised in this round matches the overall funding amount.Pure Pet Food specializes in providing personalized, all-natural dog food, primarily delivered through a subscription model. The main product is a rehydratable dog food that requires the addition of water to create a nutritious meal quickly. This product alleviates meal-time stress for dog owners while ensuring that pets receive complete and balanced nutrition tailored to their specific health needs and preferences. Pure's offerings include a variety of recipes formulated by in-house nutritionists and endorsed by veterinary professionals, addressing various health issues such as digestive problems, sensitivities, and specific breed requirements. The company operates primarily in the United Kingdom, providing services to pet owners seeking high-quality, convenient food solutions for their dogs.Pure Pet Food operates on a direct-to-consumer subscription model, enabling pet owners to create personalized meal plans for their dogs. Customers can customize their dog's dietary preferences and health requirements through an online platform, with plans starting at GBP 0.89 per day for smaller dogs. The subscription allows for flexibility, as clients can amend or cancel their plans without incurring additional costs. Revenue is generated through these recurring subscriptions, which include free delivery of the products to the customer's doorstep. With a focus on providing complete nutrition, Pure has delivered over 56 million meals and reports a high percentage of customers experiencing health improvements in their pets after transitioning to Pure's food options.In October 2024, Pure Pet Food Limited raised GBP 15 million in Series A funding led by Felix Capital, with participation from Mercia Asset Management. The company plans to utilize this funding to advance its product categories, enhance its distribution channels, and expand its market reach. Future initiatives include the development of new products tailored to customer needs, with strategic expansion into new geographic regions planned.

## Funding rounds

- Series A, Oct 21, 2024, $20M — Mercia Asset Management, Felix Capital

## Investors

- Mercia Asset Management (https://capitalatlas.ai/funds/mercia-asset-management) — Series A
- Felix Capital (https://capitalatlas.ai/funds/felix-capital) — Series A