The Nutriment Company (TNC) is expanding into the growing market for premium feline nutrition with the acquisition of Purrform, a leading UK brand in premium raw cat food. 

This strategic move reinforces TNC’s position as a European leader in natural, high-quality pet food products and adds a new dimension of species-specific expertise to its brand portfolio.

With cat ownership on the rise across Europe and demand for high-quality feline nutrition growing rapidly, Purrform’s entry into the TNC family comes at a strategic time. According to FEDIAF, an estimated 108 million cats live in European households, making them the continent's most popular pets. This highlights the significant market potential for natural nutrition tailored specifically for cats.

Founded in the UK in 2011, Purrform has become a trusted brand among cat owners who want the best for their pets. With a loyal customer base and in-depth knowledge of raw feeding, the brand is well positioned for further growth.

At the heart of Purrform lies a belief in species-appropriate nutrition. The brand's recipes are formulated to mirror a cat’s natural prey-based diet as closely as possible, offering 100% human-grade meat, offal, and bone with no preservatives, additives, or palatability enhancers. Its complete raw meals provide all essential nutrients in a single dish and are delivered in convenient, portioned pouches designed to suit modern lifestyles.

Under the umbrella of The Nutriment Company, Purrform’s products will become more available in retail – leveraging TNCs’ extensive distribution network to bring the brand into stores across the UK and continental Europe.

Veronique Ornech, Founder and Managing Director of Purrform, highlights: “Purrform has been built on strong ethics and a desire to feed cats the natural diet they should be fed on, to thrive. We’ve built something we’re truly proud of, so joining forces with TNC marks an exciting new chapter for us. Finding a partner who shares our energy, expertise, genuine passion and high values is so important to us, to ensure that cats fed on Purrform will continue to benefit from a premium, biologically appropriate diet. We’re confident that under TNC’s leadership, the brand will not only remain true to its roots but reach exciting new heights. Together, we’re not just continuing the journey, we’re accelerating it.”

“Purrform is one of the most loved and respected raw cat food brands in the UK – and for good reason,” said Anders Kristiansen, CEO of The Nutriment Company. “Their heart-felt dedication to crafting species-appropriate, high-quality meals for cats aligns perfectly with our mission. We are excited to help scale Purrform’s impact and bring their unique offering to more cat owners across Europe.”