Pure Pet Food, which provides personalized dog food delivered directly to customers, has completed a £15 million (US$19.4 million) investment round led by Felix Capital and including Mercia Ventures. Pure said this latest investment will support further expansion of the Yorkshire-based business following a period of rapid growth.
Pure Pet Food, founded in 2013 by Daniel Valdur Eha, COO, and Mathew Cockroft, director, offers a fresh alternative to kibble with shelf-stable, rehydrated dog food made from natural ingredients. Their recipes, featuring proteins like chicken, duck, and salmon alongside fruits and vegetables, are designed to provide functional health benefits for dogs.
Pure Pet Food has experienced rapid growth, expanding its team to over 100 employees at its Cleckheaton site and now serving 40,000 customers across the UK. The company, which offers a subscription-based service delivering tailored pet food for dogs, has provided more than 42 million meals since 2013. Over the past two years, Pure's sales have surged by more than 200%, reaching an annual revenue run rate of £25 million, benefiting from the increasing demand for premium pet care products.
“We are thrilled to partner with Felix Capital, whose team have demonstrated exceptional support and collaboration," said Cockroft. "Having one of Europe’s leading consumer investors involved in the business marks a significant milestone for us, and we are excited to shape the future of Pure together. Dan and I have come a long way from starting Pure. Our ambitions have grown alongside the business, and we are eager to continue in our quest to create food that makes a profound impact on the health and happiness of our dogs."
Jan Oosthuizen, investor at Mercia Ventures, said Pure has gone from strength to strength in recent years, a testament to the dedication and hard work of its team. "The company’s vision and ambition consistently excite us, so we are delighted to continue to support them in their pursuit of future milestones and to partner with Antoine and the wider Felix team," said Oosthuizen.
Adapted from a press release.
