Nutriment expands its UK raw pet food market with Dog's Butcher acquisition

Swedish-based Nutriment now has over 10 brands that stretch across the European continent.

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Nutriment Acquires The Dogs Butcher
The Nutriment Company (TNC)

The Nutriment Company (TNC), a provider of premium natural pet food headquartered in Stockholm, Sweden, has acquired The Dog's Butcher, a UK-based raw dog food brand known for its locally sourced ingredients and wide product range, in its first acquisition of 2025.

This acquisition adds The Dog's Butcher to TNC’s portfolio of brands, which includes Nutriment, DIBO, Barfgold, AniForte and Natural Instinct, and aims to make the brand’s raw pet food available to more customers across the UK.

According to TNC, The Dog's Butcher, founded by Joanne and Daniel McMahon, is is known for its high-quality raw pet food offerings, including more than 100 types of minces, chunks and bones. The brand sources its ingredients from local farms in Devon, Cornwall and the Southwest of England, serving over 150 trade customers and numerous pet owners.

“We were delighted when we met with the people from TNC," said founders Joanne and Daniel McMahon. "They really shared our commitment to raw feeding and the quality of ingredients. They are committed to the pet industry, and that was really important to us.”

Anders Kristiansen, CEOAnders Kristiansen, CEOThe Nutriment CompanyAnders Kristiansen, CEO of TNC, welcomed The Dog's Butcher to the group, highlighting the shared dedication to quality and innovation. "We are extremely happy to welcome the The Dog's Butcher team to The Nutriment Company," Kristiansen said. "It's a passionate team that has managed to maintain a consistently high-quality standard since inception. It is no surprise that customers highly value the product quality as well as diversity of the assortment.”

Julius Adrian, TNC’s chief corporate development officer, praised the McMahons for maintaining high standards in product quality and variety.

"Joanne and Daniel have been one of the driving forces behind popularizing the 80/10/10 feeding concept in the UK and exemplify our DNA of constant new product development," said Adrian. "Their assortment is a perfect addition to our existing offering from Nutriment, Natural Instinct and DIBO and as such I am confident that our customers will be equally delighted about this news.”

Previous TNC acquisitions

The past year was a busy acquisition year for TNC.

In early August 2024, TNC acquired PETMAN, a German raw pet food company. After the previous acquisitions of Dibo, Barfgold, Aniforte and Haustierkost, PETMAN became the fifth pet food company in Germany belonging to TNC. Founded in the 1990s and headquartered in Wuppertal, Germany, PETMAN produces raw pet food products for dogs, cats, fish and reptiles.

Later in August 2024, TNC acquired Pet Treats Wholesale, a natural treats manufacturer from the UK. In July 2024, TNC completed the acquisition of raw pet food processor Natural Instinct, based in the UK. And in April 2024, TNC acquired Totally Natural Pet Products, a renowned Scottish raw dog food manufacturer.

About The Nutriment Company

With more than 10 brands in Europe, The Nutriment Company has been one of Europe's natural premium pet food suppliers for more than 10 years.

The following brands, among others, belong to the group: AniForte, Barfgold, Carnibest, Dibo, Energique, Leo & Wolf, Natural Instinct, Nova, Nutriment, Oscar, Rauh! and Totally Natural Pet Products. The Nutriment Company focuses on natural, high-quality pet food products and sells a wide range of products, from raw pet food to natural snacks and supplements. The company sells through various retail channels, online and in specialist pet shops. Headquartered in Stockholm, Sweden, the company is owned by the Nordic private equity firm Axcel.

Adapted from a press release.

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