Pure Pet Food, a growing name in the pet food industry, has secured £15m in new investments, marking a pivotal moment in its development.
- The investment round was spearheaded by Felix Capital, known for backing consumer success stories, with the participation of Mercia Ventures.
- Founded in 2013 by friends Daniel Valdur Eha and Mathew Cockroft, the company started with a £300 loan and has expanded significantly.
- Pure Pet Food’s innovative approach focuses on natural and healthy dog food alternatives to traditional kibble, gaining popularity in the UK.
- With the additional funds, the company aims to grow its presence in the UK and explore international markets.
A significant financial boost of £15m is set to propel Pure Pet Food, based in Cleckheaton, West Yorkshire, towards its ambitious expansion plans. This funding round was primarily led by Felix Capital, a firm noted for investing in consumer-centric brands, alongside continued support from Mercia Ventures. The company’s trajectory from a humble £300 loan to a major player in the pet food industry underscores its founders’ vision and innovation.
Established in 2013 by Daniel Valdur Eha and Mathew Cockroft, Pure Pet Food has evolved by offering personalised, natural, and easily digestible pet meals delivered right to the customer’s doorstep. Their approach to providing healthier alternatives to conventional kibble has resonated with a growing market of health-conscious pet owners. Currently, the company serves 40,000 regular customers across the UK through a subscription model, with a workforce exceeding 100 staff members.
In April 2023, Roz Cuschieri joined as CEO, bringing her extensive experience from previous roles at Warburtons and Genius Food. Her leadership has been instrumental in seeking further investment to enhance the company’s product lines and distribution networks. This strategic move aims to maximise growth within the UK and beyond, aligning with the broader market trends favouring wholesome pet nutrition.
Felix Capital’s co-founder, Antoine Nussenbaum, expressed his enthusiasm about partnering with Pure Pet Food, highlighting the founders’ relentless drive and the strategic expertise of CEO Roz Cuschieri. Similarly, Jan Oosthuizen from Mercia Ventures commended the company’s growth and expressed confidence in its future milestones.
With advice from firms such as Womble Bond Dickinson and Latham & Watkins, Pure Pet Food is strategically positioned to leverage these investments effectively for long-term growth.
Pure Pet Food’s £15m investment marks a strategic milestone, positioning the company for significant growth both domestically and internationally.
