Pure Pet Food secures a significant £15m investment, signalling expansion ambitions.
- The investment was led by Felix Capital, accompanied by Mercia Ventures.
- The company plans to broaden its reach within the UK and into new international markets.
- Pure Pet Food, founded by Daniel Eha and Mathew Cockroft, offers personalised dog food subscriptions.
- The appointment of CEO Roz Cuschieri marks a pivotal moment in the company’s growth strategy.
Pure Pet Food, a rapidly growing company based in Cleckheaton, West Yorkshire, has successfully secured a substantial £15m investment round to support its expansion initiatives. The funding was spearheaded by Felix Capital, a prominent investor known for backing growth-oriented businesses, and also included long-standing investors Mercia Ventures.
This financial injection is intended to facilitate Pure Pet Food’s ambitious plans to reinforce its presence in the UK market while simultaneously venturing into new international territories. This strategic move aligns with the increasing demand for natural, healthy pet food options tailored to individual needs, a niche that Pure Pet Food has successfully capitalised on since its inception.
Founded by childhood friends Daniel Eha and Mathew Cockroft in 2013, Pure Pet Food began with a modest £300 loan. It has grown substantially, now employing over 100 staff and servicing 40,000 regular UK customers with its subscription-based, personalised dog food delivery service.
The company’s decision to appoint Roz Cuschieri as CEO in April 2023 supports its strategic vision for growth. With Roz’s extensive experience, including roles at Warburtons and Genius Food, Pure Pet Food is positioned to enhance its distribution channels and broaden its product categories.
Felix Capital’s co-founder, Antoine Nussenbaum, expressed confidence in the collaboration, highlighting the dedication and vision exhibited by the company’s founders, alongside Roz’s seasoned expertise as key factors in their investment decision.
Mercia Ventures also reiterated its support, noting Pure Pet Food’s remarkable progress and expressing a shared enthusiasm for the company’s future objectives. Their continued partnership underscores the consistent trajectory of growth and development seen within the business.
Pure Pet Food’s financial boost illustrates a significant leap forward in their quest to redefine the pet food market.
