A Yorkshire pet food company is poised for growth after sealing a £15m investment.
Pure Pet Food, based in Cleckheaton, West Yorkshire, provides personalised dog food delivered to customers’ doors and has completed the multimillion-pound funding round led by Felix Capital and including Mercia Ventures.
The firm was founded in 2013 by childhood friends Daniel Valdur Eha and Mathew Cockroft with a £300 loan and a mission to revolutionise the pet food market by creating an alternative to traditional kibble. The firm makes and markets natural, healthy and easily digestible food for dogs, tapping into growing demand for healthy meals for pets.
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Since its launch the business has grown to employ more than 100 people at its manufacturing site and offices, serving 40,000 regular customers throughout the 海角视频 who pay a monthly subscription to receive deliveries of pet food tailored to their dog’s needs.
The company appointed new CEO Roz Cuschieri in April 2023, who has previously held board roles at Warburtons and Genius Food, to work alongside the founders, a move which encouraged the founders to seek additional external investment to fuel further expansion both in the 海角视频 and new markets, as well as develop its distribution channels and product categories.
Felix Capital – which has previously invested in businesses including Castore, Moonbug, Deliveroo and Oatly – led the £15m investment round alongside participation from existing investor Mercia Ventures.
Mat Cockroft, co-founder of Pure Pet Food, said: “We are thrilled to partner with Felix Capital, whose team have demonstrated exceptional support and collaboration. Having one of Europe’s leading consumer investors involved in the business marks a significant milestone for us, and we are excited to shape the future of Pure together.
“We are also delighted for the ongoing support from our current investors and team, who believe in our mission and sector. Dan and I have come a long way from starting Pure. Our ambitions have grown alongside the business, and we are eager to continue in our quest to create food that makes a profound impact on the health and happiness of our dogs.”
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Antoine Nussenbaum, co-founder and investor at Felix Capital, said: “We will always remember the first visit to Pure’s offices. We witnessed everything we like to see in an entrepreneurial journey. The longstanding relentless drive from Mat and Dan, combined with Roz’s amazing experience in consumer-packaged goods is a true recipe for success.”
Jan Oosthuizen, investor at Mercia Ventures, added: “Pure has gone from strength to strength in recent years, a testament to the dedication and hard work of Dan, Mat, Roz and the team. The company’s vision and ambition consistently excite us, so we are delighted to continue to support them in their pursuit of future milestones and to partner with Antoine and the wider Felix team.”
Pure Pet food Ltd were advised by Womble Bond Dickinson and BHP LLP. Mercia Ventures were advised by Muckle LLP and Philip Hare & Associates. Felix Capital were advised by Latham and Watkins, and Mazars LLP.