In This Issue
Sainsbury’s recalls range of pet food pouches
Amazon launches Wag, its own line of pet products
Nestlé Purina PetCare acquires majority share in personalised pet nutrition business
Innovative pet firms merge with strong growth plans
Animology launches another ‘Essential’ product range
More international buyers expected at PATS Telford
New ethical dog treat range made from wild Atlantic Cod
Pet food entrepreneur in Top 100 list for innovation
PIF and Hadlow College open new dog grooming school
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May is Feline Hypertension Month
Kent pet store wins Nylabone prize draw
Record number of British exhibitors at Interzoo 2018
Tarantula the size of a hand rescued after being dumped in bin
RSPCA warns against buying puppies on the Internet
The best of the previous Pet Trade Xtra
New stay-fresh pet food bowl is the cat's whiskers
Pet firms honoured in Queen’s Awards for Enterprise
Online shopping blamed for pet shop closure
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Nestlé Purina PetCare acquires majority share in personalised pet nutrition business


Nestlé Purina PetCare has acquired a majority stake in, a direct-to-consumer, tailor-made dog nutrition business based in the UK.


With the rapid growth of personalised pet nutrition, as well as subscription services, Nestlé Purina’s shareholding in this digital first business offers significant growth opportunities for both companies.


Launched in 2014, has brought tailored dog nutrition to consumers at competitive prices.


The company was early to identify changes in the way consumers want to shop and care for their pets, and married digital technology, food innovation and new manufacturing techniques to provide food individually tailored according to factors such as a dog’s age, breed, size and level of activity.


Powered by a proprietary nutritional algorithm developed by vets, nutritionists and software engineers, the company now feeds more than 100,000 dogs in the UK. customers also benefit from home delivery, as well as access to an in-house nutrition support team. will continue to operate as a stand-alone entity, with co-founder and CEO James Davidson at the helm.


The current management team and employees will remain shareholders and continue to run the business from its base in Richmond, West London.


Both companies have a mutual desire to help make pets and their owners’ lives better, with Purina’s extensive pet nutrition expertise, industry leading research and new technologies complementing’s own existing capabilities.


Bernard Meunier, CEO, Nestlé Purina PetCare EMENA, said: “Personalised pet nutrition, along with direct-to-consumer subscription services, are expanding rapidly and this move underlines our focus on investing in high-growth categories and acting on consumer trends.


" has a unique and winning business model that successfully combines individually customised recipes with a best in class pet owner experience, and all at competitive prices.


"The team behind has achieved strong growth and generated outstanding customer engagement and loyalty. Our support will enable the acceleration of’ expansion plans in the UK and beyond.”


James Davidson, CEO,, said: “When we launched the company nearly four years ago, we were excited to bring something totally new to pet care in the UK.


"Our mission is to change the world of pet food for good, by providing every dog with its own unique, blended recipe. We’ve been amazed by the response from pet owners. We now provide four million bespoke meals per month to dogs across the UK and expect to see sales of well over £20 million this year.


"Purina’s support gives us the opportunity to build on this success in the UK and beyond, reaching more pets with our tailored nutrition.


"We will continue to run the business with the same entrepreneurial and customer-centric vision that has already brought us so much success.”


Headquartered in Richmond, Surrey with their Factory Kitchen in Hounslow, has grown from a founding team of eight to over a hundred employees and production staff, led by a team of senior management and in-house experts including:

                        ●  Co-founder & CEO: James Davidson

                        ●  Chief Financial Officer: Mel Hedley Lewis

                        ●  Chief Operating Officer: Steve Spall

                        ●  Chief Marketing Officer: Miranda Creswell

                        ●  Head Vet: Sean McCormack Bsc (Hons) MVB, MRVS

                        ●  Lead Nutritionist: Dr Samantha Ware, PhD

                        ●  Vet Nurse: Amy Henson BSc (Hons) RVN, N.Cert (SAN) is Europe’s most advanced player in the direct-to-consumer, tailor-made pet food category.


The business now delivers more than 4 million bespoke dog meals each month and expects sales to exceed well over £20 million this year. Co-Founder & CEO James Davidson Born and raised in Kent, James studied Chemical Engineering at The University of Nottingham, graduating with a BEng 1st Class Degree.


James joined Unilever as a graduate trainee and went on to become a Factory Operations Manager.


A big turning point for James was his time volunteering at Raleigh International as Deputy Expedition Leader straight after Unilever. He spent four months with Raleigh in Central America and came back to the UK with a commitment to work on things that brought together a strong sense of organisational purpose along with an entrepreneurial approach to making things happen.


Joining Innocent Drinks as Head of Production responsible for the manufacturing base, his role grew to Head of Supply Chain Operations, supporting the company during a period of 5x revenue growth. Following seven years at Innocent, James was approached by Graham Bosher (Graze, Lovefilm) and Joe Inglis (Vets in Practice) with a new pet food idea – given his experience in human food innovation and operations.


As one of the co-founders, James took over as CEO shortly after the brand’s launch in November 2014. Timeline

                        ●  June 2013: The idea of was born

                        ●  December 2013: raise £5M in their first round of Seed Investment

                        ●  July 2014: launches

                        ●  September 2015: introduces wet food to the service offering to complement their customised kibble blends

                        ●  November 2015: Raised Series A Round with Octopus Ventures, Jam Jar (run by the founders of Innocent Drinks) and Draper Esprit

                        ●  April 2016 : increases offering to include a range of treats and biscuits, as part of their subscription package

                        ●  July 2016 : introduce a weaning food for puppies; customised recipes for each stage of a puppies growth


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