The Nutriment Company has announced the appointment of Peter Roy as its new Managing Director for the UK.

Peter brings extensive experience in the pet food industry, having started with Anglian Meat Products in 2010 and helping it transform into Natures Menu in 2011. 

Under his leadership, Natures Menu grew from £6m to £64m in revenue and expanded into 14 European countries. After Agrolimen acquired Natures Menu in 2021, Peter founded COYA Pet in 2022, the UK's first freeze-dried raw pet food brand. Within a year, COYA was listed in 1,400 UK stores and was acquired by IFD earlier this year.

In his new role, Peter will oversee The Nutriment Company’s UK operations and strategic initiatives, with a strong focus on expanding its market presence and strengthening brands Totally Natural Pet Products, Nutriment, Nova and Natural Instinct. 

Committed to driving innovation in the UK pet trade, he aims to support retailers in their growth and success, working closely with them as partners. Additionally, he is enthusiastic about exploring further acquisitions to bolster our market position and service offerings.

“We are thrilled to welcome Peter Roy to our team,” said Anders Kristiansen, CEO of The Nutriment Company. “With his extensive experience and proven leadership, we are confident in our ability to achieve our ambitious goals in the UK market. All our brands are committed to the UK pet trade, a sector Peter is enormously passionate about.”

Commenting on the appointment, Peter said: “I am honoured to join The Nutriment Company and lead the UK team. My career has been dedicated to the pet food industry, and I am passionate about driving innovation and supporting our retail partners. Together, we will work to enhance our offerings and achieve new milestones in the UK market.”