Premium natural pet food provider The Nutriment Company has completed the acquisition of UK-based raw pet food firm Natural Instinct.

The acquisition of Natural Instinct marks an important step in the The Nutriment Company's strategy, being its second acquisition in the UK in 2024. With currently four companies in the UK offering a wide range of products – from raw food to natural treats and food supplements – TNC is strengthening its position in the growing market for high-quality natural pet food, cementing itself as a leading player in Central Europe.

Natural Instinct, based near London, is one of the pioneers in the raw pet food segment. Specialising in the production of raw, frozen dog food as well as natural treats, the company stands for premium-quality products with high nutritional value. The raw food is produced using human grade quality ingredients and is currently sold to a loyal customer base mainly through pet specialists across the UK and through its own online shop. 

Natural Instinct's product portfolio offers a broad range of meats and recipes that fulfills the nutritional requirements and preferences of a wide range of dog breeds. All products are made from 100% natural ingredients and are free from artificial additives, grains and fillers. 

Phil Keen, CEO of Natural Instinct, commented on the acquisition: “We are thrilled to become part of The Nutriment Company and see the collaboration as a valuable step to expand opportunities for our team and our customers.”

Anders Kristiansen, CEO of The Nutriment Company (pictured right), added: “The UK is one of our key priority markets and with the acquisition of Totally Natural Pet Products and now Natural Instinct with its long standing expertise and tradition in high quality, natural pet food, we are creating a significant presence in the market. We will continue to expand our UK business over the next few years – both organically and through further acquisitions.” 

Julius Adrian, Head of Corporate Development at The Nutriment Company, said: “Natural Instinct is a fantastic brand with a rich heritage that has been supported and loved by its customers for a long time – a perfect addition to our portfolio. We are delighted to welcome this great company to our group as we work together to further build TNC as the leading producer of natural premium pet food in Europe.”

The Nutriment Company is headquartered in Stockholm, Sweden, and is owned by the private equity firm Axcel.