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Nestlé Purina PetCare acquires majority share in direct-to-consumer, personalised pet nutrition business

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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 a convenient subscription service with 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; Europe, Middle East & North Africa (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.” 

Nestlé Purina is a world leading pet care company that makes many popular and trusted pet food brands, such as FELIX and Wi9o0nalot, and works continuously to enrich the lives of pets and the people who love them.


For more information, please contact the Nestlé UK press office at
[email protected] or call us on 020 8667 6005
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About Nestlé Purina PetCare

  • Nestlé Purina PetCare believes that pets and people are better together and is committed to helping pets live longer, happier and healthier lives through proper nutrition and care. For over 120 years, Purina has been one of the pioneers in providing nutritious and palatable products made to the highest standards of quality and safety. Purina’s passion for pets goes beyond the advancement of pet nutrition. In 2016 Nestlé Purina PetCare EMENA (Europe, Middle East, North Africa) launched 10 Purina in Society commitments to have a positive impact on pets and society, including promoting pet adoption, pets in the workplace and helping to reduce the risk of pet obesity. The Purina portfolio includes many of the best-known and best-loved pet foods including FELIX®, Purina ONE®, Gourmet® and Purina PRO PLAN®.
  • A premiere global manufacturer of pet products, Nestlé Purina PetCare is part of Swiss-based Nestlé S.A., a global leader in nutrition, health and wellness.


  • launched in the summer of 2014 with a mission to transform the lives of dogs and their owners by offering truly bespoke dog nutrition at an accessible price via their digital subscription service. has disrupted the pet food market, becoming Europe’s most advanced player in the tailor-made dog food category in just under four years.
  • was founded on the belief that dogs are unique and their food should be too. The company provides tailored nutrition for every dog based on their specific requirements, such as breed, activity levels, age, health conditions, allergies and flavour preferences. During a two minute online consultation, uses a proprietary algorithm to build a nutritional profile and create a bespoke blend of kibbles, delivering exactly the right macro- and micro nutrients for each dog. The blend evolves gradually over time as the dog’s needs change. Meal plans and daily menus, with precisely calculated calories and portions, can also include wet food and a growing range of treats.  Customers benefit from free home delivery and pay-as-you-go, commitment-free subscription service – and have access to the award winning in house support team of vet nurses, nutritionists, and a head vet.