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Pure Pet Food, a dog health company that combines tech and nutrition to personalise pet food, has raised a follow on round of funding to accelerate growth.

Set up in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure focuses on personalising pet nutrition using only natural ingredients, working with leading vets and nutritionists to offer the very best at every stage of a dog’s life.

With the dog food market dominated by highly processed kibble biscuit, Pure offers a solution for customers looking to invest in their pet’s health. The results speak for themselves; 91% of customers saw an increase in their pet’s overall health after switching to Pure. The brand also has one of the highest Trustpilot ratings across all pet food brands in the UK.

Mat, Co-Founder of Pure, said: “We started Pure after seeing pet food full of low-quality ingredients manufactured into highly-processed brown biscuits dominate the market. We knew there was a better way and set out to inspire a healthier world for pets and educate owners on the benefits of feeding simple natural air-dried food.”

Pure takes natural, high-quality ingredients and gently removes the water whilst retaining all the nutrients. All you have to do is add the water back in. Unlike other options on the market, the ingredients aren’t highly processed, and there is no need to freeze or refrigerate Pure.

Dan, Co-Founder and CEO, said, “Our obsession with pet health and technology has meant we’ve been able to take a truly data-led approach to pet nutrition. Our success is rooted in being able to conveniently offer the most nutritious diet at every stage of a dog’s life.”

Pure Pet Food has raised the funds from Mercia’s Northern Venture Capital Trust (VCT) Funds and NPIF – Mercia Equity Finance, which is managed by Mercia and part of the Northern Powerhouse Investment Fund.

Mat, Co-Founder of Pure, said: “The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer base, offer more personalised health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in the UK.”

A representative of Mercia said: “We’re delighted to support Dan and Mat as they expand Pure Pet Food in the fast-growing pet food sector. With dog ownership and home delivery on the rise and owners generally focusing more on health, Pure is in a real sweet spot and represents the future of pet nutrition.”

Dan said, “We continue to be laser-focused on our vision to be the most trusted and advocated pet food plan in the UK and putting pet’s health at the heart of everything we do.”

Pure’s growth has accelerated in the pandemic, with owners opting for the online subscription convenience instead of carrying their heavy dry or wet food home from a retail store. The future looks bright as the company aims to quadruple in size over the next four years.

Mercia were provided legal advice by Mark Lazenby and Luke Philpott of Square One Law and Gunner Cooke provided legal advice to Pure Pet Food.

Mark Lazenby, head of corporate at Square One Law said, “It was great to be involved in this latest round of investment. As a new dog owner and customer, it’s great to know that my dog is getting all natural ingredients and can recommend that their online subscription service is really quick and efficient.”

The Northern Powerhouse Investment Fund project is supported financially by the European Union using funding from the European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020 and the European Investment Bank.


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