Nestlé Purina PetCare has acquired natural pet food brand Lily’s Kitchen, the UK’s leading producer of premium wet and dry natural foods for dogs and cats. Their product range perfectly complements Purina’s existing brand portfolio.
Established 12 years ago in founder Henrietta Morrison’s kitchen in London, Lily’s Kitchen has become an internationally recognised £85 million1 retail brand offering natural recipes for dogs and cats across 6,000 stores in 30 countries. The pioneering brand is particularly popular among younger pet owners and millennials.
Natural foods represents one of the fastest growing segments in the pet food category, accounting for 12% of total pet food with growth of 11%2. (7% and 10% in Europe3) Lily’s Kitchen recently expanded into the Middle East and Asia and already has a growing presence in France, Spain, Italy, Netherlands, Switzerland and Germany.
Calum Macrae, Regional Director, Northern Region, Nestlé Purina said: “Lily’s Kitchen has done a brilliant and unique job of creating a wonderful brand with its ethical approach to business. Lily’s Kitchen is an excellent fit with our existing brand portfolio and we are very excited to support their continued growth and help them continue to make a positive impact.”
Lily’s Kitchen will continue to be run as a stand-alone business from its base in Fitzrovia, London.
References
- Lily’s Kitchen combined Internal and External Data Sources
- Nielsen HomeScan | Total Market | Value | 25.01.2020
- Purina estimate based on Euromonitor and Nielsen data 2019, growth versus a year ago