Pure Pet Food, which provides personalised dog food delivered to customers’ doors, has raised £15m from Felix Capital and existing investor Mercia Ventures.
The latest investment will support the further expansion of the Yorkshire-based business following a period of rapid growth.
Pure Pet Food was founded in 2013 by childhood friends Daniel Valdur Eha and Mathew Cockroft with a £300 loan. Their ambition was to create an alternative to traditional kibble, through the manufacture of natural, healthy and easily digestible food for dogs.
The business now employs over 100 people at its manufacturing site and offices in Cleckheaton and serves 40,000 regular customers throughout the UK, who pay a monthly subscription and receive regular deliveries of pet food tailored to their dog’s needs.
Since 2013 Pure has served over 42 million meals to dogs all around the country. Sales have grown by over 200% in the last two years. The company appointed new CEO Roz Cuschieri in April 2023, who has previously held senior roles at Warburtons and Genius Food, to work alongside the founders.
The latest investment is to fuel further expansion both in the UK and new markets and enable the company to develop its distribution channels and product range.
Mat Cockroft, co-founder of Pure Pet Food, said: “We are thrilled to partner with Felix Capital, whose vision for Pure aligns perfectly with ours. We are also delighted for the ongoing support from our current investors and team, who believe in our mission and sector. 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 Dan, Mat, Roz and the 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.”
Antoine Nussenbaum, Co-Founder and Investor at Felix Capital, said: “In a world where people opt more and more for pethood over parenthood, we are humbled and excited to join this journey alongside Jan at Mercia, as well as Miles Hill and Sarah Doyle from Pure.
“We will be supporting the whole team at Pure with their mission to become a leading, high-quality, sustainable, and distinctive modern brand for pets.”
Pure Pet food Ltd were advised by Womble Bond Dickinson and BHP LLP. Mercia Ventures were advised by Muckle LLP and Philip Hare & Associates. Felix Capital were advised by Latham and Watkins, and Mazars LLP.
