Pure Pet Food secures £15m investment to enhance growth.
- Felix Capital and Mercia Ventures lead the funding round.
- The company aims to expand in the UK and explore new markets.
- Pure Pet Food delivers personalised, natural dog food nationwide.
- New CEO Roz Cuschieri instrumental in expansion strategy.
Pure Pet Food, based in Cleckheaton, West Yorkshire, has successfully secured a significant £15m investment. This funding is set to propel the company’s growth both within the United Kingdom and into new international markets.
The investment round was spearheaded by Felix Capital, a firm known for backing successful startups, alongside existing investor Mercia Ventures. This financial endorsement underscores the confidence these investors have in Pure’s business model and future potential.
Since its inception in 2013, Pure Pet Food has been on a mission to revolutionise the pet food industry. Founded by Daniel Valdur Eha and Mathew Cockroft with a modest £300 loan, the company has grown to provide natural and healthy food alternatives for dogs, significantly differing from traditional kibble offerings.
Currently, the company caters to 40,000 loyal customers across the UK, offering personalised dietary solutions through a subscription-based model. These bespoke meals are tailored to meet the specific health needs of individual dogs, showing a keen understanding of the growing demand for premium pet nutrition.
In April 2023, the company appointed Roz Cuschieri as CEO. Cuschieri, with her extensive experience in consumer-packaged goods, has been pivotal in driving the company’s strategic expansion plans. Her leadership is seen as a catalyst that encouraged the founders to seek further external investment.
Co-founder Mathew Cockroft expressed enthusiasm about the partnership with Felix Capital, stating that the collaboration with one of Europe’s leading consumer investors marks a significant milestone. Cockroft, alongside Eha, is committed to enhancing pet health and happiness through innovative food solutions.
Antoine Nussenbaum of Felix Capital praised the entrepreneurial spirit of Pure’s founders and acknowledged the strategic expertise Roz Cuschieri brings to the table, highlighting it as a true recipe for success.
Additionally, Jan Oosthuizen from Mercia Ventures lauded Pure’s progress under the dedicated leadership of its founders and team. The firm’s ongoing success is a testament to the concerted efforts in achieving its ambitious milestones.
The £15m investment sets the stage for Pure Pet Food’s continued innovation and expansion.
