Pure Pet Food secures £15m investment from Felix Capital

Pure Pet Food, which provides personalised dog food delivered to customers’ doors, has completed a major £15m investment round led by Felix Capital and including 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 revolutionise the ambient pet food market by creating an alternative to traditional kibble, through the manufacture and marketing of natural, healthy and easily digestible food for dogs. The business now employs over 100 team members 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. Pure Pet Food’s sales have grown by over 200% in the last two years to a run rate of £25m, capitalising on the premiumisation of the pet care industry. The company also appointed new CEO Roz Cuschieri in April 2023, who has previously held board roles at Warburtons and Genius Food, to work alongside the founders. According to Pure Pet, this growth encouraged the business to seek additional external investment to fuel further expansion both in the UK and new markets, as well as develop its distribution channels and product categories. The European pet food market is the second largest globally just behind the US at $55b (£42b) as of 2024, and growing at 7.5% CAGR to reach $79b (£61b) by 2029. The global e-com pet care market is also projected to grow at 11% CAGR over the next decade. Felix Capital, the modern lifestyle-focused venture capital firm, investors in the likes of Castore, Moonbug, Deliveroo, Oatly, Papier, Mejuri and Manual, has led a £15m investment round alongside participation from existing investor Mercia Ventures. Mat Cockroft, co-founder of Pure Pet Food, said: "We are thrilled to partner with Felix Capital, whose team have demonstrated exceptional support and collaboration. 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.

Pure Pet Food secures £15m investment from Felix Capital

The company also appointed new CEO Roz Cuschieri in April 2023, who has previously held board roles at Warburtons and Genius Food, to work alongside the founders

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